Strongbow Pioneers Accessible Packaging with NaviLens Technology

In a groundbreaking move, Strongbow has introduced innovative packaging that marks a significant stride toward accessibility in consumer goods. By integrating NaviLens QR codes, the cider brand aims to make shopping more inclusive for blind and visually impaired consumers. This initiative makes Strongbow the first alcohol company to employ such technology on its packaging.

Introducing NaviLens: A Game-Changer in Accessibility

NaviLens is a high-contrast, smartphone-readable QR code designed to assist visually impaired individuals by providing essential product information through their devices. Once scanned, these codes direct users to the NaviLens app, where they can access details such as ingredients, alcohol by volume (ABV), and other brand content. Additionally, it offers assistance with in-store navigation, making the shopping experience smoother and more informed.

Collaboration and Insight: Building Inclusive Packaging

To develop this accessible packaging, Strongbow collaborated with an inclusive marketing agency, a member of the WPP Group. This partnership was rooted in thorough consumer research led by Purple Goat, focusing on the experiences of blind and visually impaired individuals with product packaging. Feedback from influential community advocates, including Lucy Edwards and Yahya Pandor, played a crucial role in shaping the final product.

Rachel Holms, Cider Brand Director at Strongbow, emphasized that the initiative was more than just adding a QR code. It revolved around understanding how people interact with products, highlighting the importance of inclusive design. This approach ensured that the packaging addressed previously unconsidered gaps in accessibility.

Addressing Real-World Challenges

The collaboration with the disabled community allowed Strongbow to pinpoint specific obstacles faced by visually impaired consumers. A report by the Royal National Institute of Blind People (RNIB) reveals that nine out of ten people with sight loss find it challenging to read packaging information. By addressing these issues, Strongbow hopes to pave the way for more inclusive practices within the industry.

Inclusive Branding: A New Frontier for Engagement

Dom Hyams, Global Client Director at Purple Goat, highlighted that inclusive branding extends beyond visual appeal. It involves creating a sense of representation and value for all customers, tapping into an often-overlooked market segment. By adopting an inclusive approach from the beginning, brands can build stronger connections with diverse audiences.

NaviLens technology is already in use across UK public transport systems and some supermarket products. Strongbow's adoption aims to increase its presence in the fast-moving consumer goods (FMCG) sector, setting a precedent for other brands to follow suit.

Strongbow's Vision for Inclusivity

This packaging launch aligns with Strongbow's vision to become the world's most inclusive cider brand. By working closely with communities that face accessibility challenges, the brand demonstrates how inclusive design can unlock new market opportunities and foster greater consumer engagement.

Through this initiative, Strongbow showcases the potential of merging assistive technology with consumer products, encouraging other brands to consider how they can incorporate accessibility into their designs. As the first major alcohol brand to implement this feature, Strongbow sets a new standard in the industry, emphasizing the importance of inclusivity in modern branding strategies.

The introduction of the QR code generator and its application in packaging highlights a significant step forward in making everyday life more accessible for all. As more brands recognize the value of inclusive design, the hope is that this will lead to broader adoption of such technologies, ultimately benefiting a wider range of consumers.

Strongbow’s commitment to accessibility not only enhances the brand's reputation but also establishes a model for others to follow, reinforcing the belief that inclusive design is not just an option, but a necessity in today's market.