Luxury retail carton brand strategy

A new generation of folding carton technology, which enables brand owners and designers to showcase aspirational products in evermore stunning, sales-enhancing packaging concepts, has been introduced by international foil and visual effects specialists, Fresnels Innovations.

Featuring advanced proprietary 3D imagery and created from advanced print and design materials, the award-winning Poseidon box can feature as the centerpiece of a luxury brand strategy. The luxury cartons can be built around sophisticated, elegant, and environmentally sensitive cutting-edge packaging that delivers enhanced consumer shelf appeal and added value in the retail environment.

The development reflects advances in nanostructure print technology to create designs reflecting a product’s essence as part of packaging incorporating state-of-the-art anti-counterfeiting measures for additional brand protection. The use of recyclable materials also chimes with the Poseidon concept, personifying a new generation of packaging innovation that respects the environment.

Cellini technology features in the Poseidon box, provide an appealing and cost-effective option for delivering 3D tactile imagery to the packaging without expensive laminates. Packaging incorporating Cellini imagery is fully recyclable, enhancing its appeal as an environmentally friendly option in luxury packaging applications.

The application of new foil technology offers a more visually engaging alternative to ink counterparts as it changes color when rotated to augment the all-round packaging experience. Inks can only do this when tilted.

The capacity to incorporate complex, visually alluring imagery into transfer film that can then be applied to recyclable paper and cardboard packaging substrates is a pioneering development, imparting brand luxury and warmth as part of the Poseidon box’s overall elemental appeal and feel.

This is achieved using Driems transfer film – a recyclable paperboard manufactured with Cellini technology and delivered to laminators as master rolls for transfer to the paper board of their choice. It offers flexibility and versatility in the production process. The sheeted material is manufactured with the individual images accurately placed within the sheet as required by subsequent print and die-cutting processes.

In recognition of its innovative use of advanced materials, the Foil & Speciality Effects Association’s (FSEA) Gold Leaf Awards 2020, which received more than 300 entrants, saw the Poseidon box a prize winner in the ‘Best Use of Holographics’ category. The judges cited the box’s use of plastic-free, recyclable products as particularly impressive.

Dr Glenn Wood, Fresnels’ COO, said, “Poseidon is award-winning luxury packaging that signifies a step-up in design sophistication, originality, and visual impact. It expands the opportunities for ever more inventive and creative solutions for brand leaders and their packaging designers and suppliers.

“It’s environmental credentials, use of advanced materials and processes, and an integral print enhancement technology combine to produce a final solution that’s better than ever before. Now, the packaging industry can have the folding carton it always wanted – and to have it recognized by the FSEA is a huge endorsement of its quality, sophistication, and, ultimately, commercial potential.”

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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