What’s new for folding cartons?

Brand marketers, designers and suppliers have been discussing ways to achieve luxe looks, the processes that can improve speed to market, and how crucial the communication is between designer and supplier.

Brand owners and packaging buyers are seeking both innovation and value creation to support their marketing objectives,” says Dennis Bacchetta, director of marketing, Diamond Packaging. “They have also embraced environmentally friendly processes, methodologies, and materials to meet their customers’ expectations,” he says.

This demand for more sustainable packaging has inspired the development of innovative converting techniques, according to Bacchetta. “Techniques such as decorative coatings and special effects enable more cost-effective and sustainable packaging, especially when factoring in material and energy costs associated with multiple runs or off-line production processes,” he explains.

One of the most requested trends that Mark Sng, director of marketing, Neenah Packaging, has been spotting is sort of the opposite of “green”—it is the use of heavier weight papers.

“Heavier weights are being used to bring more depth and dimension to premium and luxury products. Many brands are also using the same heavier weight papers and boards for gift cards and hangtags to create a coordinated brand story,” explains Sng. 

John McInerney, president, Unimac Packaging, says that he sees a greater emphasis on design. “Maximizing the attractiveness and shelf appeal of the package has evolved rapidly. Brands are asking packaging professionals to use printing and decorating techniques more often, to make the package jump off the shelf, while also increasing the creativity of the structural design of the package to gain the attention of the consumer,” he explains.

When Designers and Suppliers  Work Together

The package development process is complex enough, but then consider that various design tasks are generally carried out by different departments, or even by different companies.

“It’s a challenge to ensure communication between the various parties so that package designs arrive at pre-press with minimal errors or need for revision,” explained Susie Stitzel, solution manager at Esko, during a presentation at The Paperboard Packaging Council’s Folding Carton Boot Camp, in June 2015. Stitzel illustrated how structural, and graphic design often proceed as two independent workflows when a brand is working on a project with its suppliers. Stizel points out that both processes should work in unison, since each requires information from the other.

For example, Stitzel said it’s paramount that brand owners communicate the weight, fragility, shelf life, and other important features of the product to a designer. The structure’s design must address all these factors.

“No part of the folding carton design process should be performed in isolation,” Stitzel added. “By thinking in terms of the whole process, designers can create outstanding cartons while avoiding common pitfalls.”

Stizel gives an example of a common pitfall, explaining that often a designer doesn’t have the most up-to-date dieline, or sometimes the panels won’t all face the appropriate direction on a dieline. “Another pitfall that can hold up a job occurs when designers fail to consider how many colors a press can reproduce,” she adds.

Jeannie Joshi, principal designer, Joshi Design LLC, and Laura Carey, director of sales, Arkay Packaging, spoke about a similar topic at an educational conference held at HBA Global this past June. Joshi and Carey discussed how smoothly a project runs when there is a great deal of communication between a designer and supplier. The session, “Luxury Brand Signature Storytelling” focused on how to make simplicity and elegance paramount in the design process.

“As an external design studio, being able to work with someone like Laura and Arkay on our recent project was a great experience. It went way beyond working with a typical supplier’s sales team. It was truly a collaborative effort,” Joshi explains. (The project they collaborated on will launch soon, stay tuned for details.)

Carey added, “It’s always best to get your supplier involved early on in the design process.”

During the presentation, Joshi and Carey also discussed what defines a prestige brand—and how prestige brands capture the consumer’s attention by creating exclusivity through “stories.”

Showing the cartons produced by Arkay Packaging for the fragrances by John Varvatos as an example of creating the “story” of craftsmanship, Joshi and Carey spoke about how the brand used a combination of printing, embossing and finishes that simulate textiles. These design elements translate the brand’s story of a textile merchant through its packaging, keeping the brand’s message consistent.

“Luxury brands are master storytellers, their new offerings have us hooked before we are even present,” Joshi said. “...they take us on a journey, engaging the senses, creating memories, leaving their footprint, integrating the brand into our lifestyles,” she continued.

Joshi and Carey continue to describe the luxury 'stories' a brand can tell in the Online Exclusive: Choose a Story, Connect with Consumers. 

The Latest Trends

We’ve been hearing how every brand wants to look “luxe,” whether it is prestige or mass. Certain decorating processes can help achieve a luxe look, and we asked suppliers what customers have been requesting.

“Soft touch coatings are one of the biggest trends for us—they are very popular. Our customers can never get enough of the tactile sensations they deliver,” says Mitchell Kaneff, chairman/CEO, Arkay Packaging. “Metallics are another type of decoration that is also trending, he adds.

Kaneff continues to explain that marketers want to add value by creating a design for a folding carton that is intriguing and different. “Every marketer wants to get the customer to fall in love with the brand—and the package is the first thing the consumer sees,” he says.  “It is creating an experience and a connection to the brand.”

However, speed to market is always a concern. “Our cold foiling process presents a solution that many brands are now embracing. We are able to execute a designer’s vision by printing an intricate design in-line, in one pass, with tremendous speed,” explains Kaneff.

Arkay utilized its expertise in working with hair color brands, and its proficiency in stamping and 4 color process matching when the supplier produced the cartons for Chromalights hair color. The team at Arkay was able to provide contrast on the cartons when printing images of models with colored hair. Multiple coatings were used, including matte and gloss, to create a “tone on tone” effect.

“We were able to tightly register these coatings and provide the desired contrast. Additionally, the use of foil stamping provided greater differentiation by accentuating the shiny color swatch against the matte finish of the hair model,” Kaneff explains.

McLean Packaging says its customers are requesting many different types of solutions, depending on the brand. “While we’re seeing requests for more “natural” looking packages, we also see equal amounts of requests for bright, shelf-appeal attention-getters, such as silk-screen glitters and pearlessence,” explains Jeff Besnick, general manager, McLean Packaging.

Besnick also mentions cold foiling, like Kaneff, and says it is not being utilized enough by brands. “Many brands are using cold foil simply to substitute hot stamping, which saves on operation and die costs,” he explains.

While this solution may work for some packages, Besnick says there is so much more that a cold foiling process can achieve. “When integrated into a design, cold foil can bring images and patterns to life with metallic effects. Because cold foil is overprinted on the press, you can create a variety of effects that can then be complemented with different coating combinations to produce beautiful graphics.”

Cold foiling also has eco-friendly qualities. “As far as sustainability is concerned, cold foil is 100% recyclable. This allows it to be used by a brand that strives to achieve beautiful, recyclable packaging,” Besnick adds.

Depending on which types of decorating processes are utilized, a clear plastic carton can also look luxe.

“Well-executed clear plastic folding cartons are the ultimate way to showcase beauty products, and well-executed plastic cartons have a proven record of enhancing brand performance,” says Pat McGee, vice president of marketing, HLP Klearfold.

McGee calls this type of carton “Visual Packaging,” cartons that offer visibility so that the consumer can see the product inside. McGee explains, “In addition to showcasing products beautifully and allowing consumers to see what they’re getting, well-executed visual packaging creates eye-catching aesthetics and helps to create a value-added perception.”

Plastic is also being used in combination with paperboard for an unexpected look. “We have been hearing requests for this type of package, which provides additional visual and textural interest by combining two dissimilar materials. Combining materials also allows for some very unique structural designs that would not be possible if using paperboard or plastic alone,” McGee says. (A new combination package HLP has introduced is described in the last section, below.)

Envision is another supplier that says “combination cartons” have been requested. Earl Guinter, vice president of sales & marketing/general manager, Envision Packaging, says he has been working on several projects that involved producing a carton from a combination of paperboard and plastic. “Using two substrates adds a dimensional look to the product when on the shelf. Adding graphics to both substrates gives the package a cohesive look,” he explains.

When ‘Green’ is Luxe

In addition to adding value, making sure a carton looks “luxe” and utilizing different types of decorating techniques, one of the most important concerns from every brand today is sustainability. And an eco-friendly carton no longer means bare, uncoated, brown kraft paperboard.

Diamond Packaging has a “Green Chic” packaging model. “Our Green Chic technologies create stunning visual and tactile effects while helping to conserve raw materials and energy, reducing greenhouse gas emissions, and minimizing discards,” explains Diamond Packaging’s Bacchetta. All paperboard components are manufactured using 100% clean, renewable wind energy and produced in a Zero Manufacturing Waste to Landfill (ZMWL) facility. Plus, brands can communicate these “green” benefits to consumers through on-product labeling.

There are a number of specialty coatings that Bacchetta says are key components of its “Green Chic” packaging model, such as Emboss, Glitter, Pearl, Soft Touch, and Texture. Decorations include Liquid Metal metallic UV coatings, Cast and Cure holographic effects, plus cold foil stamping.

Diamond Packaging recently created the carton for fashion designer Vicky Tiel’s 21 Bonaparte fragrance. The brand’s new packaging imparts a sense of luxury and reflects the essence of the famed Paris-based American couturier.

Diamond Packaging used its QuikSet structural design, which was converted utilizing FSC-certified metallized polyester board. It was offset printed with transparent gold, purple, brown, dense black, and opaque white inks, in-line with UV matte and UV high gloss coating.

“The UV matte coating on the lid provides a striking contrast to the high gloss purple and gold accents surrounding it,” says Bacchetta. “The exquisite multi-level embossing adds distinction and reinforces 21 Bonaparte as a premium brand,” he adds.

Diamond’s QuikSet design, which features a reinforced base and lid, provides an attractive and economical alternative to a rigid set-up box, the supplier says.

“The result is a gift set package that delivers impact in the retail environment, with the look and feel of a rigid set-up box, in a fraction of the time and at less cost,” Bacchetta adds.

A Look Inspired by Jewelry

Marie Todd home fragrances have a luxe look, created using papers by Neenah Packaging. Neenah’s Sng worked with package designer, Marilyn Prado-Test. The colorful cartons feature an intricate pattern, with flashes of gold inspired by the Marie Todd jewelry line. 

“The design on the cartons convey ‘luxe’ by showcasing the fine details of the jewelry collection,” Prado-Test explains. “The boxes are even lined in gold—every detail was thought about. And just like jewelry, the boxes have a keepsake feel,” she adds.

The cartons are decorated using box wrap by Neenah Packaging, accented with gold foil for an elegant look. 

Gold details are also a trend for other brands, according to Sng. “For premium packaging, the most popular decoration we’re seeing is metallic gold, achieved with foil stamping on textured papers. Chosen for its brilliance and splendor, metallic gold is often associated with warmth, affluence, sophistication and elegance,” he explains.

Some brands are also using gold on cartons in innovative ways. Sng explains, “When metallic gold foil is stamped on a textured paper, the image actually flattens out but the result is never flat. The die-stamped metallic gold area becomes more luminous adding another layer of dimension to the finished package.”

Attention to Detail Created a Luxe Look for a Clear Carton

Mass market brands sometimes convey “luxe” by interpreting it differently, through the use of a different set of design elements and decorating techniques.

When Lunaguard needed an innovative design for its nighttime dental protector, which is sold at mass-market stores, the brand worked with Transparent Container to achieve an eye-catching look for its clear carton.

Dan Asma, president of McKeon, marketers of Lunaguard, said, “We wanted to arrive in the oral care section of drug stores and mass retailers with a package that projected the uniqueness and high quality of Lunaguard. We were referred to Transparent Container Company by the designer that conceived the package design, and they created exactly what we needed.”

Fischer Design came up with the design concept, saying that it had to be “tall and colorful…a package that would outshine competitors on the shelf.” Asma said he brought this concept to Transparent Container while explaining that the guard would be displayed inside the clear package. “Their challenge was then to engineer the package and create the tools and production processes that would make that package a reality,” he explains.

The outer sleeve of the package is .012 PVC. The original design called for that sleeve to be decorated with a bright colored metallic finish, traditionally achieved with foil stamping. But design specs often present challenges during production. In addition to being costly, a foil stamping process might have interfered with the RF cutting of the finished sleeve from the printed sheet, according to Transparent Container.

The supplier proposed an alternative decorating solution. Using an anilox coater, Transparent Container applied a UV metallic silver coating, which produced a brighter metallic finish than either a UV ink or a metallic flexographic ink. The coating was overprinted with transparent colored inks, and the blue and silver inks took on a metallic look.

Printing the sleeve, including the anilox coating, required two passes. The first pass prints two hits of opaque white ink plus applying the UV anilox coating; the second pass uses eight print units to print three hits of opaque white, the 4-color process to create the face image, plus a PMS 300 blue and a spot UV clear gloss flexible coating to create the metallic blue and silver information sections.

Transparent Container also added an injection-molded shelf inside the carton, which rests on the clamshell and is held level by a clip that keeps the guard stable when the package is lifted. The carton’s sleeve cap and base are injection molded, as are the clip that holds the guard and the base it rests on. The clamshell that holds the protective case is .020 PVC.

Suppliers Discuss What’s New

McLean recently created a new set- up box design. “It is often complimented for having a gift-like feel to it,” says Besnick. “The engineering of our full turn-in set-up box earned us millions of new pieces this year,” he adds, explaining, “Its ability to create an inside part that is seamless and finished, with a more rigid feel, has renewed the appeal of a rigid box. It no longer has the unappealing turn-in on the inside.”

Besnik says that pairing this with its new rigid wrap yields a high-end box with square edges, beautiful embossing and a finished look that is innovative.

McGee says that HLP Klearfold is supporting its customers’ interest in “combination packaging” with the introduction of Duofold.
“Duofold combines the best attributes of clear, box-grade plastic with paperboard to produce a truly distinctive visual package,”

McGee explains. The supplier’s “Soft Creased” scored rigid film is designed to create multiple plastic carton panels, or windows that wrap around multiple score lines. “This permits far greater visibility that conventional windowed cartons,” says McGee. “And for even greater shelf impact, any combination of offset, flexo and/or silkscreen printing, plus foil stamping and other decorating special effects, can be applied to either the plastic or paperboard panels, or both,” he adds.

To produce Duofold packaging cost-effectively, HLP Klearfold has recently invested in state-of-the-art assembly equipment to join plastic and paperboard carton components. “This new joining equipment is extremely efficient and provides the precise component alignment necessary for efficient hand-loading, or filling on automated cartoning equipment,” says McGee.

The team at Neenah knows that a designer often relies on “newness” for inspiration—and they have recently launched the Design Collection 1.1, which showcases its four new paper brands.

“The Design Collection 1.1 includes more on-trend colors and high-touch surfaces for print and packaging, with our Slide, Astroprint, and Stardream Papers. Plus, we have new colors for letterpress in our Wild Papers,” says Ellen Bliske, senior brand manager at Neenah.

The supplier’s Design Collection includes colored, pearlized and textured papers, and now includes a total of 15 paper brands. “The demand for The Design Collection has surpassed our every expectation,” said Bliske. “We can’t wait to see what designers will do with all the new items.”

It can often be helpful to look toward other industries for inspiration, and DISC recently won an award for its patented NEO Blu-ray disc package. The supplier received a Bronze Award in the 22nd Annual Gold Leaf Awards Competition from the Foil & Special Effects Association (FSEA). This prestigious international awards program spotlights the best use of value-added decorative technology used by the graphic arts community for print and packaging.

The DISC NEO promotional package was honored in the CD/DVD category for Best Use of Foil and Embossing. “We are thrilled that our NEO media package is among the 2015 Gold Leaf Awards winners,” says John Rebecchi, senior vice president, marketing and new business development.

The signature design element of NEO that makes it a standout package is its proprietary, patent-pending PixelChrome multi-layered composite technology, which uses highly reflective lithographic material.

At Envision, Guinter says his team has been coming up with budget-friendly solutions for its customers.  The supplier recently produced marketing samples to show the differences between APET and polypropylene to illustrate that PP is a viable choice for folding cartons.

“Compared to PET, PP is not as clear, but it is a more economical alternative. It is still see-through, and prints beautifully. We are currently working on a project for a major cosmetic firm that requested this,” Guinter says. 

What’s Coming in the Future?

John McInerney, president, Unimac Packaging, says there will be an increasing use of “smart” technologies on the package to better communicate with the end consumer.

“Technology companies are inventing new processes for the cloud and mobile applications at a rapid rate. Many of these applications are targeted at connecting the beauty brand owner with the beauty consumer,” he explains.

There are new mobile apps that allow a carton to communicate with a consumer. “Some of these apps allow a beauty brand owner to communicate directly with the beauty consumer, skipping the distributor or retail store in the communication,” McInerney explains.

“Also, these apps allow the beauty brand owner to collect information—with permission from the consumer—about the beauty consumer. Because of this, beauty brand owners are adding ‘smart’ technologies to their packaging,” McInerney says.

These technologies include RFID, QR codes, and augmented reality, which can all easily be added to a carton. McInerney envisions a future where the use of these technologies is the norm, and adds, “The beauty consumer will be linked to the beauty brand owner in new ways.”


Read More: Jeannie Joshi recently organized a series of events where experts discussed these new digital technologies—and how they could be utilized in packaging applications. For details, see the Online Exclusive on BeautyPackaging.com. 

Read More: Vintage Design Elements Create Nostalgic Cartons for Spinster Sisters - a natural bodycare brand with a letterpress-inspired logo by package designer Andy Cruz.