There are parts of a product we rarely think about when they work as they should. The closure is one of them.
Its function is clear: to protect the product and ensure it reaches the consumer in the right condition. But for us, its role goes further. The closure is also part of one of the first physical interactions a person has with the product: the opening.
At Torrent Global Closures, we have been exploring this idea for some time. We call it working on the invisible.
As Mario Quiñonero, CEO of Torrent Global Closures, explains:
At Torrent Global Closures, we focus on the details that shape that feeling: ease of opening, the confidence the closure conveys and the experience it creates.
We call this working on the invisible.
It means developing solutions for our clients with the end user always in mind.
Because every technical decision can influence how a product is experienced.
Mario Quiñonero
CEO, Torrent Global Closures
Thinking beyond the closure
As a B2B company, we develop closures for our clients around their needs, their products and the specific challenges of each project. But throughout the process, we keep one thing in mind: behind every project, someone will eventually open a bottle.
Keeping that moment in mind allows us to approach certain decisions from a different perspective and work with what we internally call “beyond delivery”: going beyond the brief when a project leaves room to add more value.
Ease of opening, the confidence conveyed by the closure and the way it interacts with the product are not separate from its technical function. They are part of the user experience.
This does not mean making the closure the focus. Quite the opposite. When it works as it should, attention stays where it belongs: on the product and the brand.
The experience begins with the opening
Before a product is ever tasted, a series of interactions has already begun to shape how it is perceived. Opening is an everyday gesture, shaped by countless decisions about materials, design, performance and functionality.
The closure protects the contents and meets the product’s technical requirements, but it also plays a role in how the consumer accesses the product. That is why, for us, it is one of the most critical elements of the packaging.
Considering everything that happens in that moment also leads us to revisit decisions that might otherwise be taken for granted and to look for new ways to approach them.
Questioning established ways of doing things is part of how we approach and develop every closure.
