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INSPIRE.3— 2019 Issue 63 A MAGAZINE FROM IGGESUND PAPERBOARD CO19019E INSPIRE.3— 2019 p . 2 BEHIND THE SCENES Colour Limited inLondon. Jef Routledge isProduction Director atScreaming [email protected] Gustav Vidlund Editor inChief: & Communications Director of Marketing Charlotte Lagerwald, Publisher: iggesund.com [email protected] Phone +46650280 00 SE-825 80Iggesund,Sweden Iggesund Paperboard Address: in London, explains the process. Director at Screaming Colour Limited technique. brand new digital silver ink printing For this cover of Inspire, we chose a “The opportunities are endless.” different techniques. the registration issuperiorto whenusing applied duringtheprintingprocess, On top of that,asthemetallic inkis production step, gaininginproductivity. Everything inonepress, onepass! metallic colours, includinggold,copper... Ink, we canachieve afullrange of different colours on top of theSilver And, whenprintingwithagradient of digital capabilitiesinoneprintingprocess. we cancombine metallic effects with special? With themetallic ink,we save one Why Metallic inkinstead of hot-foil? With thenew HPIndigoSilver ElectroInk What makes thisprintingtechnique Behind theScenes

Jeff Routledge [email protected] Johan Blomgren Art Director: [email protected] Jonathan Leijonberg Managing Editor: SE-111 40Stockholm Döbelnsgatan 21 Content Innovation agency: Publishing for personalisation packaging. ways to reach customers today: the growing demand captures oneof themost interesting andimportant Cover illustration: Swedish artist AmandaBerglund The opportunitiesare endless. inks; inreverse orsurface printing… special effects like white ink,invisible be printed incombination withother variety of substrates, clearornot.Itcan constant and/orvariable data onawide the flexibility thatenablesprinting choosing thistechnique? and premium appearance. to elevate anyjobproviding ahigh-value many different applications, asitisgood white, fluorescents… to usinganyotherHPIndigospecialink: required. Theworking modeisvery similar in casedifferent metallic effects are layer of inkto overprint withothercolours the press and shouldbeaddedasafirst on the5th,6thor7thcolour station of Silk lamination silver ink Digital printing with 330 μm, 13 pt Invercote G 260 g/m², Cover printing: FINISHING TECHNIQUES— PRINTING TECHNIQUES— PAPERBOARD— The large variety of possibilitiesand What shouldonebearinmindwhen HP IndigoSilver Inkcanbeusedin What isitgoodfor? HP IndigoSilver Inkcanbeinstalled When shoulditbeused?

Inspire, a source of inspiration, is provided by Iggesund Paperboard, , Production Production , home of Invercote and Incada. Lidköping, Sweden Exakta Print, London, UK Screaming ColourLimited, Printing: Lena Hoxter Prepress: Clara Lidström Graphic Design:

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attitude from buyingto “show-o Luxury Forecast” there isashiftin to areport entitled“The2019China lenged bylocalproducts. According stronger thanever. world thedesire to beuniqueis by usasconsumers. Inaglobalised the customer. Thistrend isalsodriven products thatare personalised for to tailor ads, content, services and amounts of data makingitpossible ers today have access to massive the fact is thatbrands andmarket- phone onhersmartphone. her conversations usingthemicro- “someone” was secretly listening to she couldn’t helpbutwonder whether ing gearonFacebook thenext day, herself, sowhenshegotadsfor fish- sharing thelift.She’snotinto fishing discussing fishinglures withtheguy other dayaboutsittingonaskilift A friendof minetold meastory the Gustav Vidlund Enjoy! comes to packaging. alise thebrand experience whenit tive ideasare beingusedto person- how thelatest technology andcrea- a uniquetwist.” products byChinesebrands thathave shout extravagance. Ialsolike to buy that have interesting stories anddon’t adays Ilike to explore luxurybrands like myGucci andDior bags, butnow professional from Beijing, said:“I still since 2012. consumers, up byabout30percent taste” among76 per cent of Chinese to buyingasa“reflection of personal Global brands are beingchal- Whether ornotthathappened, In thisissueof Inspire we lookinto Karen Zhang,a24-year-old banking NOTE: EDITOR’S ISSN 1404-2436 rights orintellectual property. on acompany orperson’s image inspirational andnotto infringe name suggests, theidea isto be Iggesund’s own business. Asthe are notrestricted to thescope of tain with stories andphotos that Inspire aimsto inform andenter photo — Dawn Fincham

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- - INSPIRE.3— 2019 p. 3 CONTENTS

Contents The percentage of all insect all insect of The percentage in danger species that are disappearing completely of worldwide. 33

20. all unique are We Brechensbauer Axel designer Concept unique. be to all want we why knows 308 The weight in tonnes by by in tonnes The weight Bama which fruit company use its plastic is reducing by moving season, just every packaging. paperboard to : Features 10. 89 people of The percentage who in a survey questioned of personalisation believe will increase packaging come. to the years over 12. it’s personal Now, one is becoming packaging of personalisation Why today. customers reach to ways important most the of It’s in the details It’s in the details startlingly and surreal Spellbinding, Rogan artist by paper work beautiful Brown.

6 9 4

22 32 28 24 34 30

...... Figured Figured out in this issue 2019 :

The forest guardian The forest Rönnblom David expert Environmental can model Swedish the how knows biodiversity. forest safeguard ...... Influencing the influencer knows Shayne Rachael guru Marketing an influencer. snag to how Norwegian fruit giant Bama is switching Bama is switching giant fruit Norwegian already are they and paper, to plastic from results. positive seeing A vitamin injection A vitamin Luxury – now and then...... – now Luxury experience luxury of definition the How ages. the through has evolved to print directly onto an erected box. box. an erected onto directly print to ball...... The crystal will that trends packaging the are These years ahead. the in influential most be . stage a later At next is the customisation stage Late you allows and printing in digital step ...... gift The perfect from artwork beautiful Stunningly chocolatiers. leading Japan’s of one Organic, vegan, and cruelty-free cruelty-free and vegan, Organic, brand make-up French from lipsticks TIGERS. ALL Stunning women's handbags made out out made handbags women's Stunning Carton. of...... without the beast Beauty Stories . chocolate A bag of

3— INSPIRE 63 INSPIRE

INSPIRE.3— 2019 p. 4 EXPO practical, yet elegant travel shaving kit. handbag made of carton and the packaging of Womo’s a selection of our recent collaborations, such asthis lovely Many brands turn to paperboard from Iggesund. Here are Expo by — Lisa Garner photo — Gabriel Liljevall INSPIRE.3— 2019 p. 5 EXPO

: Invercote Aluvision —

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r Originally planning to print on an SR3 print on an SR3 Originally planning to Director Marketing Starkina, Natalia is an eye catching, The result As they wanted the handbag to be be the handbag to As they wanted e

m It’s in the bag Brand: Confael Product: Gift box Paperboard manufactured to a very high-quality, high-quality, a very to manufactured the seemed like Aluvision Invercote The handbag needed to obvious choice. be used enough to durable and be strong of the metal multiple times and the effect also a big factor. was surface divide they ended up having to format, the parts because of two into the carton these needed. For the material of size Aluvision made the Invercote reasons, its rigidity, printability, sense for most design, of freedom high quality surface, Confael cracking. to and resistance printing with finish it by digitally chose to ink. using CMYK+White HP Indigo 7600 thoroughly were “People says, at Confael by this handbag, especially fascinated The women’s our male customers. product handbag is such a recognisable by well-received and really Confael of clients.” form design, unconventional attractive anyone who sees point for and a talking out set what Confael them. Exactly achieve. to for interesting interesting for on the lookout Always business solutions, and innovative wanted Confael brand confectionery for special packaging produce to To gifts. corporate their chocolate unique especially for something create they designed a series Day, Women’s made out of bags personalised of in small be produced could that carton paperboard quantities using metallised look. a premium achieve to

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P “ its rigidity. for Confael chose chose Confael Invercote Aluvision Aluvision Invercote INSPIRE.3— 2019 p. 6 EXPO ALL TIGERSwere determined to bring products stuck inapackaging timewarp, jungle.” cosmetics to theQueensof themodern a feminist brand that“bringsthebest of polishes. ALLTIGERS describesitselfas with itsstylish range of lipsticks and organic, vegan andcruelty-free beauty brand ALLTIGERSischangingtheface of from chemicals. Modernnatural makeup French, ferocious, feminist… andfree Paperboard: InvercoteG Product: Giftbox Brand: ALLTIGERS Hear themroar! Tired of seeingnatural beauty Expo of usifwe aren’t aware of thesocialand “Powerful, yet threatened, just like any emblem of the white tigerispoignant. convictions. their consumer’s conscience, desires and product that’s completely inlinewith of development. Theendresult isa their followers approving every step they co-created theirlipstick line, with online community. Through Instagram – ALLTIGERSreached outto their lipstick thatisgreen butalsoon-trend and FIERCE. they wanted to looknatural, enticing No more kraft paperandbig flowers, their aesthetic into the 21st century. Nature istheir inspiration, buttheir To get theresults theywanted –a

stylish sustainability. — message, magnifyingtheirideologyof way. Now thebox becomes partof their natural product, inasimple, authentic an immediate feeling of ahigh-quality metal, gildingorvarnish. Theresult is and qualitative finish,andusedno its low environmental impact,butsoft the layout.TheyusedInvercote Gfor ALL TIGERSlooked into every detail of footprint of theiraesthetic, reservation inIndia.To reduce thecarbon to donate 1%of itssalesto awildtiger Alexis Robillard. world today,” saysALLTIGERSfounder environmental challenges we face inthis by Part of ALLTIGERS'commitment is — Lisa Garner photo —

Gabriel Liljevall INSPIRE.3— 2019 p. 7 EXPO

Expo Find more stories stories Find more choosing on brands their for Invercote at packaging . iggesund.com

Red October Red — photo Invercote G

: Lisa Garner “In order to love sweets, first the buyer the buyer first sweets, love to “In order been a big part always has Packaging have hand-made sweets October “Red sixty dif- almost Although they have making packaging In 2016 they started perfectly paperboard “Invercote Wrapping their premium candies in candies in their premium Wrapping — Brand: Red October Product: Gift box Paperboard Chocolate for the people for Chocolate by must fall in love with the box,” says Elena says Elena with the box,” in love fall must manager. account Smirnova, collaborating image, October the Red of “Little labels like produce to with artists and Bear” Riding Hood”, “Big Brown Red an of picture a “Alyonka”, loved its most in a flowery girl covered apple-cheeked so iconic which has become headscarf, Mona Lisa.” been called “Russia’s that it’s not on the market, reputation a strong and recognition brand only because of use only premium quality, because we in the No less significant ingredients. is a rich variety products of evaluation forms constructive design elements, of style our own have We packaging. of design,” says Nina Kuznecova, sweet of manager. project tastes with various sweets kinds of ferent on is always and design, the objective packaging. high-quality, memorable Postcard” “Vintage set their sweet for the main prize which won on Invercote, contest packaging at the prestigious in 2017. ProdExtraPack at does not crack its shape, keeps printability has perfect the folds, very and no smell, which is something is one of the oldest and and the oldest is one of October Red factories confectionery successful most after until 1920, in Russia. But it wasn’t that the factory Revolution, the October October.” its name “Red took important for the food industry,” says industry,” the food for important designer. Sharkova, Tamara friendly packaging, environmentally of testament a final gives October Red and its people. the planet to commitment — INSPIRE.2— 2019 p. 8 EXPO Product ManageratWomo. — mance,” saysKarina Ortiz,Senior and printon,ithasexcellent perfor value for themoney,easyto assemble shaving ritualwhiletravelling. who don’t want to give upthetraditional a leathercase. Itwas designedfor men elegant travel shavingkitthatcomes in packaging of Womo’s practical, yet and comfortable, stylish apparel. shaving products, cool accessories sophisticated fragrances, refined men in2012.Theproduct range includes Womo brand of clothingandproducts for The Italian Percassi Group created the Paperboard Product: Travelshavingkit Brand: WOMO Razor sharpdesign “We chose Incadabecauseitisgood Incada paperwas chosenfor the Expo :

Incada

- by — Jonathan Leijonberg Invercote G240gsm and 280 gsmfor a slightly rougher reverse sideof boxes usethe Ruru Mary’s texture. photo — Gabriel Liljevall by—Lisa Garner photo—Gabriel Liljevall Expo

A delight for the senses

Brand: Ruru Mary’s Product: Gift box Paperboard: Invercote G

Founded in Tokyo in 1950, Mary Chocolate has kept its place as one of Japan’s leading chocolatiers and confectioners, winning top prize at the world’s biggest chocolate exhibition in Paris, Salon du Chocolat, for three years running. For the Ruru Mary’s brand, in particular, what makes these chocolates even more fun is the beautiful artwork of their signature boxes. With peaceful land- scapes of mountains, lakes and meadows printed on the package, Ruru Mary’s aims to bring a sense of happiness and tranquillity. They were created so that the illustration of colourful flowers appears when the lid is opened. “We wanted to impart the impres-

sion that the product is gently made by INSPIRE.2 transitioning from a quiet and monotone decoration on the outside of the box to a gorgeous illustration when the lid is

opened,” says Mr. Yuji Komatsuzaki, from — Mary Chocolate. Customer reactions 2019 have been more positive than they ever

thought possible. Opting for Invercote G 240 gsm and p. 9

280 gsm, Ruru Mary’s boxes use the EXPO reverse side for a slightly rougher texture. Taking advantage of the characteristic whiteness, it culminates with a package that combines personality and style with a finishing technique of four-colour offset printing and hot stamping. Though the texture of Ruru Mary’s boxes is gentle, the corners of the box stand firm when folded, resulting in an eye-catching qual- ity feel, perfectly matching the luxurious and charming Ruru Mary’s brand. — INSPIRE.3— 2019 p. 10 OUR BEST WORK Life underamicroscope “TO SEE THE WORLD IN A GRAIN OF spellbinding, surreal and startlingly beautiful. Cutting away the mundane, he reveals creations that are Rogan Brown’s work simply must be seen to be believed. With names like reef cell is animportant dimensionasitacts sheer volume of cuttinginvolved. Time sometimes take monthsbecauseof the to complete. Buteven thelasercutworks as ‘CutMicrobe’ cantake upto 5months produce? both handandlasercutpieces.” to use.” repeated structures andformations always lookingfor correlations, echoes, complexity, diversity andscale. I’m surf imagesof nature inallits myriad to neurons to spiral galaxies. Iconstantly open onmytable.” Ernst Haeckel. Cajal’s bookisconstantly artists were SantiagoRamon yCajal and greatest scientists whowere alsogifted new sculpture.” boundaries of themediumwitheach became addicted, pushingthematerial paper cutsbackin2009andsoon interested inpaperart? particular microbiological organisms.” inspired byorganic natural forms. In from layers of cutpaper, whichare lens of amicroscope. that you’re notinfact staring through the symmetry thatit’s difficult tobelieve insects, hecreates patterns of such organic forms, like corals, fossil and patterns found innature. Exploring paper sculptures from microscopic A gifted artist, Rogan carves intricate this poemhascaptured hisimagination. website. Andit’s notdifficult toseewhy find whenyougo to Rogan Brown’s SAND” “The completely handcutpieces such How longdoesapiece take to “A scalpelandalasercutter. Icreate What kindof tools doyouuse? “Everywhere. From bacteria to trees Where doyouget yourinspiration? “I love science-art andtwo of the Which artists doyoulookupto? “I started playingaround with When didyoufirst become “I create wall-based relief sculptures How would youdescribeyourwork? Our Best Work istheWilliamBlake quote you’ll

— RoganBrown ON THEM.” I SPENTWORKING OF THEMONTHS MY LIFEBECAUSE PARTA LARGER OF PIECES REPRESENT HANDCUT“THE creation.” lose myselfintherepetitive routine of a certain mindset. Ilike itbecauseIcan pieces slowly andlaboriouslyrequires crafting? evolution.” dominate innature suchasgrowth or a metaphor for theslow processes that “I gofrom rough sketches to adetailed Can youdescribetheprocess? “Patience obviouslyiskey, building What challengesyouwhen , portal,

magic circle and vortex, larger thanlife, so Ineedspace!” — the sculptures andIwant themto be or itssilhouette into thecomposition of working onintegrating thehumanbody to create muchlarger scaleworks. I’m to alarger studio, which willallow me months Ispentworking onthem.” a larger partof mylife becauseof the I supposethehandcutpieces represent your own work? still retaining itsstructural integrity.” properties, how far itcould becut while cutting paperandwas astounded byits world, soIstarted experimenting with the delicate, fragile texture of thenatural floating.” creates theillusionthateachsheet is hidden card orfoam board spacer, which them; eachlayerisseparated bya or laser. Thecutsare builtupbylayering final drawing, thenIcuteitherbyhand “Scale! I’mintheprocess of moving What doesthefuture holdfor you? “I like themallindifferent ways, but Do youhave anyfavourites from “I was lookingfor amediumto capture Why paper? by — Brown’s Instagram Jonathan Leijonberg rogan_brown_. More onRogan

INSPIRE.3— 2019 p. 11 OUR BEST WORK 2

2 This sculpture of a bacterium is half is half a bacterium of This sculpture A complex reef of microbiological diversity. microbiological of reef A complex in and snowflakes reef structure, Cell 1 3 3 — 1 — thing. a million times bigger than the real 2 — laser cut paper. a layer of super-detailed super-detailed A selection of of A selection Rogan Brown’s Brown’s Rogan art. paper Personalised Packaging by—Cari Simmons illustration—Amanda Berglund As digital printing becomes more mainstream, brands are finding creative ways to enhance their packaging and increase sales. Personalisation of packaging is becoming one of the most important ways to reach customers today. PERSONALISED PACKAGING PERSONALISED

12 p.

2019 — INSPIRE.3

INSPIRE.3 2019 p. 13 PERSONALISED PACKAGING —

PERSONAL

NOW IT'S also makes it possible to generate what The demand for more personalised gets talked about on social media. Take the campaign for Café Pelé, a brand of products and experiences is growing. Brazilian coffee. The first page of the daily Estado de São Paulo newspaper Seventy per cent of shoppers are was printed on Café Pelé’s coffee bags overnight and approximately 5,000 willing to pay at least 10 per cent bags of coffee were distributed all over the country first thing the following more to have a personalised morning. “Café Pelé was losing territory to experience or product, according Starbucks, which was promoting the freshness of its coffee,” Gorbea explains. to research commissioned by To regain territory, the coffee brand teamed up with the daily newspaper HP and conducted by Technavio and printed the packaging on demand on an HP Indigo digital press to show and Sparks & Honey in 2018. how their coffee was as fresh as the daily news. “This created a buzz in social media The trend is having a big impact (attracting more than 100,000 Facebook interactions) and sales quadrupled!” on the print and packaging This didn’t happen in the past with analogue printing, says Gorbea. “The industry, as more and more speed and reactivity of digital printing allow brands to be very smart and companies recognise the need to become a bigger story.”

offer consumers a more personal HP HAS identified six main drivers for the growing trend in personalisation: or customised experience. letting it all hang out, bringing bonds to life, fingerprinting, flying your flag, permission to indulge, and mindful materialism. Letting it all hang out is about sharing on social media to feel connected.

PERSONALISED PACKAGING PERSONALISED SIXTY-SIX PER CENT of the out crafting their own versions to fit Bringing bonds to life has to do 335 packaging professionals individual tastes and interests.” with strengthening a relationship by 14 who participated in a 2018 The latest digital printing technology celebrating it through, for example, a p. UK study by Packaging makes it far easier to cater to the personally designed package for a box Innovations and ThePackHub said demands for personalised packaging. of biscuits. 2019 that the personalisation of packaging New digital presses can print on a wide Fingerprinting involves creating a — is something they are currently variety of substrates and offer quick and message on an item that becomes an implementing into their offering, or at easy changeovers. Printing digitally on extension of the people themselves. least considering. demand also generates much less waste For example, consumers were able to Among the main benefits identified – a 15-30 per cent reduction, according to personalise a Lays chip bag by uploading INSPIRE.3 with the personalised printing and Gorbea. a photograph of a “summer moment of packaging trend were an increase in Another advantage with digital fun” via Facebook. “Instead of eating the consumer engagement and higher printing is the ability to print things chips, people saved their bag as a trophy,” brand awareness. Nearly two thirds of overnight and tailor the content to what says Gorbea. those interviewed felt that personalised influencers, bloggers and others in social Flying your flag symbolises bringing packaging increases sales, and over media are talking about. Digital printing people together as a community. half of the respondents felt that Scottish company Irn-Bru offered more personalisation projects have a positive personalised soft drinks by digitally impact on consumer loyalty. printing Scottish clan kilts on bottles, Those who had not undertaken such which grew its market share by 10 per packaging projects listed financial cent. “The bottles were uniquely linked constraints and the perceived cost of to families and people bought as many personalised packaging as being the bottles as they could. Imagine their pride main obstacles. Technology, for the most “WITH THE CREATION hosting a party with them,” says Gorbea. part, is no longer seen as a hindrance to OF NEW TECHNOLOGIES, personalised packaging. IN ISRAEL, 2 million unique “Origamoo” “With the creation of new SUCH AS DIGITAL chocolate wrappers were produced technologies, such as digital printing and PRINTING AND NEW that could be folded into a different new graphic solutions, we are enabling origami cow for a fun experience and an brands to tell unique individual stories,” GRAPHIC SOLUTIONS, additional reason to buy chocolate – or says packaging veteran Jose Gorbea, now WE ARE ENABLING permission to indulge. “Collectability,” HP Graphics EMEA Head of Brands says Gorbea, “is a huge driver of & Agencies. “The craft era is coming BRANDS TO TELL UNIQUE purchases.” back and you see it in other markets as INDIVIDUAL STORIES” Of all of the drivers for personalisation well, like beer where small brands are — Jose Gorbea however, Gorbea believes that mindful

Innovative campaigns made possible by HP Digital Print

Cookies The Oreo Colorfilled campaign turned the iconic cookie’s wrapper into a canvas for imagination and personalisation during the holiday season.

Bottled water HP Digital Print supported Danone’s Aqua d’Or brand along the consumer journey. PERSONALISED PACKAGING PERSONALISED

16 p.

2019 —

Chewing gum

INSPIRE.3 Unique packs created for Japanese chewing gum brand Xylitol, who celebrated their 20th anniversary in 2017.

Liqueur Indigo print technology made the Amarula liqueur campaign possible. materialism, which is all about lowering stories they like and share and the one’s footprint and more thoughtful influencers they follow. Big Data through consumption, will grow the most. He 89% AI will help us serve solutions, with cites a campaign with South African pre-personalisation becoming even liqueur producer Amarula, whereby more convenient.” 400,000 unique labels were printed with of those questioned one-of-a-kind elephants. The campaign believe that personlisation SUSTAINABILITY WILL also continue to of packaging would only was designed to raise awareness of the be a priority, with substrates becoming increase over the next two endangered species, with a portion of to three years. more sustainable, he adds. “The more the purchase price going to a charity for organic the material is, the higher a elephants. While doing a good deed, the priority to print on that substrate. We brand also grew its sales by a walloping may see packaging created out of the 139 per cent. peel of a banana or other fruits and “Mindful materialism is one of the vegetables, and packaging solutions that smallest drivers of personalisation today, are fully compostable. Organic substrates but we expect it to be the largest because are going to be one of the biggest trends all brands want to do this,” says Gorbea. in years to come.” Younger generations are latching onto It’s a fact! Gorbea advises companies to really the personalisation and co-creation trend think about personalisation when In Packaging Innovation’s the most. In the HP study, at least 50 designing strategies and marketing survey on personalisation, per cent of Millennials and Generation over 335 packaging profes- plans as a way to maximise impact. Z expressed a desire for personalised sionals contributed. “The train has left the station so the products. “The younger you are, the more sooner the better,” he warns. “We know you want personalised products,” Gorbea that consumers prefer brands that offer

says. Baby boomers, on the other hand, personalised solutions as opposed to INSPIRE.3 tend to be less affected by the trend. generic ones.” — “The smartphone has made younger generations a bit narcissistic. They get

this sense of belonging by taking selfies, — sharing their stories and being constantly 2019 connected to the world around them,"

says Gorbea. “People buy a gift that is personalised and they immediately take p. a picture and post it online. It’s human 17 nature to have a higher intrinsic value PERSONALISED PACKAGING When asked to identify a personal- on things that are uniquely tailored to ised packaging campaign that has you, and it’s the same thing with the stood out for them, the Coca-Cola personalisation of a message or an item.” “Share a Coke” campaign topped the poll, followed by KitKat. A TRIDENT chewing gum campaign in Mexico, for example, was celebrated on social media with 30 million social media impressions being shared. For the campaign, Trident invited consumers to send pictures of their Mexican hometown, which were then printed on Trident packages. “We printed millions of 73% personalised Trident packs,” says Gorbea. “It made Mexicans feel more passionate of brand owners have either and proud about their country.” done or were considering doing Making such campaigns work a personalised packaging project naturally presents challenges, within the past year. particularly from a supply chain perspective, says Gorbea. It’s important to provide brands with solutions that do not require them to adjust their supply chains, he points out. “Sometimes the art work and stories are unique, and if you produce 10 million you need to make sure as a company that you can deliver the right artwork to the right location.” 64% In the future, Gorbea believes that the link between artificial intelligence felt that personalised packaging (AI) and personalisation or pre- increases sales. personalisation will become even stronger. “Brands will offer solutions without the consumer having to go through the process of personalising Source: Packaging News. themselves,” he says. “You can serve The study was commissioned by Jose Gorbea. consumers with solutions based on innovation consultancy ThePackHub. INSPIRE.2— 2019 p. 18 WHITENESS And what demands does this place on the converters? “There’s a great deal happening with the technology. This is fun because the converters now get the chance to educate the brands and show how they can really enhance the feel of the product.” Is there a customised campaign that you find particularly impressive? The “A lot has already challenges happened when it comes of custom to the technology for packaging labels on bottles. Coca- Cola’s campaign where they worked with different Thomas Janson, Business names on the bottles is Development Manager at often mentioned. When Iggesund, knows all about it comes to paperboard the demands that the

the Oreo campaign where INSPIRE.3 personalisation trend puts you could design your on the industry – and the own box was fun, and I material. also like the Jelly Bean How is the packaging

campaign by Cloetta and — industry affected by

Lindt personalising the 2019 the trend for more sleeves.” personalisation?

What trends are on “Packaging has always p. the way? influenced people – it has 19 “We already see how

the ability to evoke an PERSONALISED PACKAGING companies are using new emotional response. types of materials and With digital printing and working with new printing converting you can meet inks. In addition, there’s customers’ wishes for the whole ‘security’ more personal experi- aspect where you want ences. Another benefit is to make sure that you that smaller brands can actually get what you create packaging that’s pay for. Another big trend localised.” is, of course, the transition What demands from plastic to paper- does this place on the board. Digital technology material? lets us try things out to “For us it’s about being see what works, and with focused on delivering high the next generation of quality. The material must digitali­sation we will see be able to withstand the even more inspiring things technological demands. around packaging.” — Personalised packaging also means that, to a greater extent, people will save their boxes. It’s important that they can be repeatedly opened and closed, and that over time they don’t lose their hue and whiteness. This is where Invercote comes in. Not only does it maintain its quality through the whole production chain, but the material looks good on the shelf and enhances the unboxing experience when it arrives in the post.” Personalised Packaging by—Cari Simmons The personalised packaging trend is driven by our desire to be unique, according to research by concept designer Axel Brechensbauer. Being unique is a way to prove our existence. I create therefore I am

PERSONALISED PACKAGING PERSONALISED

20 p.

2019 — INSPIRE.3 INSPIRE.3 — 2019

p. p. 21 Younger generations have an even greater

need to be unique. “It’s about having an PERSONALISED PACKAGING identity and that goes for packaging too,” says Axel Brechensbauer.

AXEL BRECHENSBAUER the choices we need to create our own “It’s about having an identity and is a concept designer who expression.” that goes for packaging too.” specialises in feelings in Being unique also has to do with Emotions and a unique identity weigh relation to shapes. He recently standing out in one’s social sphere. in heavily when it comes to creating released a book in Swedish called Saker “People tend to strive to be on the edge packaging and graphics. “When you vi skapar (Things we Create) about the in their social group to gain status.” The invite friends to stay the weekend you desire to create things. One of the main younger generation has an even greater have a smaller, more elegant muesli points he raises is that creating things need to be unique, which might be about carton onstage while the giant muesli mainly has to do with emotions. attraction and the need to find a partner, box is something you keep backstage, “All of our choices are emotional, even Brechensbauer adds, pointing out that with the two-litre coke bottle. You if function and form have to follow. It’s people want to have unique items that don’t want to look like somebody who feelings rather than a rational decision contrast with the surroundings so others eats too much.” We do such things that make us create,” he says. will stop and look. subconsciously, he adds. People create things to have a unique Brechensbauer points out that such identity, he explains. “People need to emotions – to impress or amaze friends – design themselves by the things they are also driving the trend towards more buy, and most of us will say, ‘I don't do personalised packaging. that,’ but you see it with clothes – they From a brand perspective, the main are not only functional, but you wear the “TODAY’S DESIRE TO BE challenge is to keep one’s identity but clothes that you think represent you and continue to personalise packaging convince your own ego that you exist.” UNIQUE COULD STEM and change, whether it’s through size, Today’s desire to be unique could stem FROM AN UNCONSCIOUS form, logo or something else, says from an unconscious desire to return to Brechensbauer. “The biggest risk brands a time when everyone created their own DESIRE TO RETURN TO A face is to do nothing. Brands really need personal objects, Brechensbauer reflects. TIME WHEN EVERYONE to be inventing all the time – and they “The need to be unique isn’t something can involve consumers in the change,” new. Thousands of years ago we created CREATED THEIR OWN he says. “It’s also creative to choose, so our own clothing and body paintings. PERSONAL OBJECTS.” let consumers create with you, and be Now companies have to serve us all — Axel Brechensbauer the curators of their own lives.” — How does it work? Jeevan Sarahana, Sales Manager of consumer goods at Atlantic Zeiser, describes how it’s possible to print directly onto an erected box.

“The carton goes along a conveyer that carries the box over to 1 the inkjet, then filled ink goes through the jets that print directly onto the box.”

“Then the box is turned over and the process is repeated 3 on the other side. Everything is printed at the very last stage when the product is already inside the box.” PERSONALISED PACKAGING PERSONALISED

22 p.

“Next to the printer is a UV lamp, which polymerises the ink 2019 on the surface,

— 2 making it smooth.” INSPIRE.3

“It doesn’t matter which size the box is, the colour or lacquer 4 that’s on it, it will always match the ink – which means that we can change to any carton you like. And because we can print when the product is already inside, what used to take four or five weeks now takes more like three days.” by—Lisa Garner Personalised Packaging With an increased need for personalisation, stricter regulatory requirements and a consumer expectation for products to be on the shelf yesterday, late stage customisation is the next step in digital printing. Hot off the press

THE LATEST technological boxes, you must produce around two Jeevan gives an example of one advances in printing mean thousand of them – then if they don’t the clients at Atlantic Zeiser that he that it’s now possible to sell, you lose a lot of money. Now we can describes as ‘"being at the forefront of digitally print full colour print what you want on demand.” personalised packaging’ – Lete. directly onto an erected carton. Time to market is also a lot quicker. An Italian producer of mineral water, Previously limited to either an unglued What used to take between two to six Lete are sponsors of Italian football. INSPIRE.3 or a pre-glued box, both of which would months now takes a couple of weeks, and Atlantic Zeiser helped eliminate sixty then need to be assembled, new Inkjet the cost of changeover reduces lead-time. per cent of their costs by creating technology allows you to print when the Jeevan adds, “Most products are too late hype through their packaging. By product is already inside the carton. This to the supermarket shelf. As this process personalising their bottle tops into — late stage customisation means that the is so much quicker, there will be minimal different water-drop emojis and coining 2019 packaging process can be personalised, loss of sales. And with variable printing, them ‘Letemoji’s’, they managed to turn

is cost effective and better for the you can get an overview of what’s their bottles into fun collectibles that p. environment. working and what’s not.” have become a big hit with kids across 23

As a leading supplier of advanced Personalisation is another key Italy. Now instead of swapping football PERSONALISED PACKAGING individualisation, serialisation and track factor. For example, it’s much easier cards in the playground they’re going & trace solutions, Atlantic Zeiser are at to include specific information like crazy for the bottle tops! Another answer the forefront of this new technology. We different languages, individual market to progress in personalisation, says spoke to Jeevan Sarahana, Sales Manager information, shelf-life details and Jeevan, is Inkjet printing. of consumer goods at Atlantic Zeiser, to traceability data. “Everything has been geared to the get his thoughts on how this new tech is “For example, you can design old methods, but things are changing. changing the face of packaging. specifically for the German, British or Right now we’re in the early stages, but Not only can you print at such a late Indian market,” says Jeevan “Maybe you we need to think more about Inkjet in stage, but the new individualisation and want to promote tickets for a concert in artwork, and take on the advances. With track & trace systems can protect against Japan – now it’s a lot simpler to include Inkjet the baby has now stood up and is counterfeiters and monitor product trails. that on your packaging.” starting to walk.” “This new safety information can He goes on, “Now you can make one effectively eliminate the grey market CONVENTIONAL PRINTING has package and then have the second one through fingerprints from the ink and traditionally been made for mass look totally different, which of course ingredients that we’re able to track. This production in retail supply chains. means less risk. Right now things take reduces the possibility of manipulated Nowadays, consumers have more days instead of months to produce. No pills and counterfeit brands,” he says. complex and individual desires. minimum order quantity. Flexibility and agility are the code words.” THE BENEFITS of this technology are So what does Jeevan see as the next plentiful, a major plus being that it step in printing? reduces waste, which makes it more “Using water-based or hybrid ink,” he environmentally friendly. Packaging says. “It has a higher speed, it’s reliable is generally seen as a long-run print and has great resolution.” You heard it application, with typical print runs of here first! — thousands. So if you needed to change “AS THIS PROCESS IS SO details on the box halfway through the MUCH QUICKER, THERE manufacturing process, all the packaging in that run would be useless. Now you WILL BE MINIMAL LOSS can print the amount you need, starting OF SALES. AND WITH with far smaller numbers and adding more as and when you want. And of VARIABLE PRINTING, YOU course, no longer throwing the cartons CAN GET AN OVERVIEW away means plenty of cost saving too. Jeevan says, “Quantity was a challenge. OF WHAT’S WORKING AND With the old methods, say for example WHAT’S NOT.” that you want to make some exclusive — Jeevan Sarahana Trends by—Lisa Garner No longer satisfied with opening the box to get to the good stuff, future consumer wants a package to give them the feels too. Emma Chiu, Creative Innovation Director at Wunderman Thompson, predicts the most influential packaging trends to come. More than just a box

At the end of every year Emma’s team puts together Future 100, a compilation of 100 micro trends that they believe people should look out for in the years ahead. Emma’s top trends TRENDS 24 p.

2019 — INSPIRE.3 2

Sound One thing we’ve been looking at is how brands are increasingly finding ways to engage with consumers through sound. We’ve seen this through the rise of podcasts and brands trying to find new channels looking for their own original sound. I heard Willi Ringwald, sales director of Multi Packaging Solutions, who created a click box that snaps shut for Decléor say, “Five per cent of selling power is in the ear”. I thought that was really interesting. There will need to be more emphasis on sound in packaging. I liken it to that satisfying click from closing your lipstick, that sense of security, something that's a bit more premium, even just the two materials clasping together, the magnetism that it provides. Sound in packaging is going to play a bigger part. INSPIRE.3

1 Wellbeing

A key macro consumer trend is —

a focus on health and wellbeing, 2019 and we’re living in a time where we can measure a lot of that for p. p. ourselves. With this focus on 25 wellbeing, how we see products TRENDS is also changing. A lot of people, particularly millennials, are moving away from alcohol and trying to find healthier alternatives. British brand Seedlip created the world’s first distilled non-alcoholic spirit. With a sophisticated packaging, flavour and scent, it offers a more adult alternative when you don’t want to drink. And instead of traditional wine, there are now wine waters, a healthier option that is packaged in a way that’s very premium. 3

Distinct shapes Designers are creating distinct forms, so now just by seeing the shapes of a package, consumers can connect it with the brand. Korean brand Dear Dahlia uses an octagonal, sleek black and white marbled packaging for its products, which has made them an Instagram hit. Another example is Lilah B’ who uses pebble-shaped packaging. Before, it was the distinct perfume bottle, now this attitude has been adapted to everything from lipsticks to foundation. Sustainability With the new sustainability movement, there’s a plastic backlash. We’re seeing more and more scientists and packaging designers looking at ways to replace plastic or to find innovative ways to reuse it. The leaders in this space are the ones looking for natural replacements. There are a few start-ups, like Potato Plastic or Nuatan, who are using corn or potato starch to create a type of material that's very similar to plastic. It’s still in the early phase, but they’re even using it for glasses frames, so it’s very robust, which is great. The big question is how can you mass-produce something like this? Another trend in sustainability is using one type of material instead of multiple. When there are too many components, then it becomes impossible to recycle. Packaging companies are focusing on championing one type of material. TRENDS 26 p.

4 2019 — INSPIRE.3

5

Gesture-based packaging This is all about how we engage with technology. We’re increasingly swiping and doing things with one hand, so being able to open a package with one hand or being able to “swipe” open a package, instead of twisting it, is where we’re heading. The interesting thing about this is that the whole touch screen revolution came about to be more inclusive, to cater for a market that had difficulty using buttons. So, moving into the world of touch screen or gesture- based packaging is what we call “inclusive design”. Which means a lot more people can engage with this type of packaging. One example of gesture-based packaging is the Glossier new perfume solid that allows you to put your thumb in a groove and slide it open with one hand. 6 “AS PART OF THE SUSTAINABILITY MOVEMENT, PRODUCERS OF LUXURY PACKAGING ARE NOW UPPING THE GAME.” — Emma Chiu

Heirloom packaging As part of the new wave sustainability movement, producers of luxury packaging are now upping the game by creating one-of-a-kind packaging with bespoke, precious and durable material made to stand the test of time. We call this “Heirloom INSPIRE.3 Unexpected formats packaging” and some examples We’re increasingly seeing industries include French lipstick company blurring into one lifestyle ecosystem. La Bouche Rouge, billing its lipstick For example, beauty becoming more as “refillable, sustainable and pure.” — like food and drink and vice versa. Their products are encased in stylish 2019 The same is echoing in packaging black leather cases with refills that

design, where designers are taking you order separately. p. inspiration from other sectors. 27

This cross-pollination sees food TRENDS supplements placed in packages that are designed like premium beauty products, and even merging across retail segments. For example Beauty Chef is a wholefood nutritional supplement that is marketed to give 7 you “a healthy gut and glowing skin”. Or Elle Macpherson’s skin enhancing, energy boosting wellness product Super Elixir with packaging that resembles an expensive fragrance. The same is happening in hair care, like Briogeo Hair’s Be Gentle, Be Kind’s packaging that looks just like a smoothie bottle, in fact, even the products’ contents reflect this.

1 — © Seedlip 2 — © Samuel Dixon/Unsplash 3 — © Lilah B 4 — © Pontus Törnqvist 5 — © Glossier 6 — © La Bouche Rouge 7 — © Briogeo INSPIRE.3— 2019 p. 28 LUXURY unravelled. with adelicate thread a silkworm’s cocoon it out,shediscovered cup. When shefished unexpectedly into her something dropped cup of tea intheshade, full of holes. Enjoyinga tree whoseleaves were underneath amulberry silk worm whilesitting Leizu, cameuponthe Yellow Emperor’s wife, Legend hasitthatthe period of AncientChina. BC, duringtheLongshan silk beganin3500–2000 of years, theoriginsof goes backthousands A famous luxurythat Silk – atimeline The Evolution of Luxury of luxury to where we stand today. Let ustake you on atripthrough the ages from the origins but the definition of luxuryexperience continues to evolve. The desire for luxury ispartand parcel of being human, Luxury it in1585. Spain beganimporting Spanish court, and indulgence bythe was amuch-loved By thelate 1500s it it cameto Spainfirst. though it’sagreed that arrived inEurope, about whenchocolate conflicting reports bitter drink.There are consumed asarather but backthenitwas ancient Mayans, can betraced to the The history of chocolate Chocolate

effects. their specifichealth Egyptian papyrifor named in1550BC garlic andthymeare fennel, juniper, cumin, with them.Coriander, flavoured their food dead, andof course, for embalmingthe cosmetics, usedthem They putthemin reported to usespices. were thefirst people The ancientEgyptians Spices by — Lisa Garner Perfume and luxury. appeal of decadence sparkle”, still retains its its “champagne-like Monroe andknown for famous byMarilyn Chanel no. 5, made The iconic perfume clothing andfurniture. to theskinbutalsoto were appliednotonly a dailybasis, which around theroom on the scents thatwafted perfumed court” dueto was even named“the The court of Louis XV 17th century France. came into itsown in rituals, butreally part of theirreligious by theEgyptiansas Perfume was first used illustration

— Amanda Berglund INSPIRE.3— 2019 p. 29 LUXURY Personalised Personalised consumer experience world In a new thinking and of old interacting, techniques marketing simply don’t cut it. the definition Today, luxury has shifted of an creating towards emotional response for and experience and the customer, modern luxury brands offer are evolving their these changing meet to are Brands tastes. mile to going the extra their customers ensure from to, listened feel making their products environmentally more using “real friendly to model their people” to clothes and cosmetics. these things All of a create ultimately trust, sense of greater relationship and a new brand between has and consumer we’ve like developed seen before. never

Cars the first Since in 1885, automobile been often have cars money a symbol of But as and status. became more cars rich people mainstream, luxurious after lusted designed vehicles them stand make to out. Some carmakers, in such as Rolls-Royce the UK, specialised in the for cars producing made rich, and often by hand. them entirely also set James Bond flashy cars for the tone where movies, in Bond played a luxury cars big part in the illusion the “millionaire of a After lifestyle”. period, luxury quieter back in vogue were cars with Ferrari in the 80s, being and Lamborghini the yuppie era. of icons

Independent Independent Travel the beginning of At the 1900s, ocean ocean the 1900s, symbols were liners and national wealth of travel pride and leisure only experienced was by the extremely the Instead, wealthy. member of average the public satisfied by their wanderlust publications reading locations about exotic By the world. around airports had 1960, globally to expanded international provide flights and domestic Air passengers. to became a luxury travel and trans- industry, trips were continental de rigueur. Diamonds few In the 1930s, Americans proposed That with diamonds. De Beers until was employed the greatest campaign of marketing the As the 20th century. diamonds scarcity of made them what was financiers so valuable, when duly panicked huge diamond mines in South found were their increase To Africa. decided De Beers value, diamonds market to that as something you simply couldn’t without. The “A live Diamond Is Forever” make campaign to diamonds appear an part of inseparable and married courtship Hollywood showed life, and royalty starlets diamond wearing engagement rings, and sales rocketed overnight. Plastic to Paperboard by—Jonathan Leijonberg More and more companies are shifting from plastic to paperboard. The Norwegian fruit giant Bama has put all of its efforts into developing modern and smart packaging solutions that meet the tough demands necessary for goods, logistics and consumers. A fruitful effort

“WE HAVE SEEN applications where paperboard is actually better than plastic,” says Øyvind Briså, company director at Bama. “The quality of the material has improved. Fruit and vegetables are sensitive because they contain so much water, but Iggesund has solutions that we are very pleased with.” The first transition from plastic to paperboard was done with Bama’s packaging for blueberries. In addition to the new paperboards being renewable PACKAGING and biodegradable, Briså has seen 30 positive effects in several other areas, p.

such as logistics. “Take our blueberries as an example, where we have reduced the

2019 number of truck transports throughout

— Europe every season by approximately 100, since we can fit more packages into each carrier. By moving from plastic to paperboard, we have reduced the total

INSPIRE.3 climate footprint by 48.2 per cent and over 308 tonnes of plastic.” For Bama, the change is above all about being socially responsible, and doing everything it can to offer dioxide emissions, food waste and “We don’t have a central location consumers alternatives to the non- logistics.” where everything is packaged,” says biodegradable packaging option. Some of the packaging developed by Briså. “We buy fruit from 200 suppliers According to Erik Hanseid, who is the Bama Packaging is already available for in 80 countries, so the transition has to director for Bama packaging, it mainly purchase and more is on the way, such be gradual and long term. We are at the has to do with meeting a consumer- as packaging for grapes, mushrooms, forefront of this transition in Scandinavia driven demand for change. root vegetables, tomatoes, apples, and can therefore be a good partner for “Consumers want to have less avocados, strawberries and potatoes. those suppliers who haven’t come as far.” plastic but we can’t simply go for the Hanseid and Briså stress the first solution that comes up,” he says. importance of finding packaging “We are working actively with the suppliers who share their vision of a more design, development of the entire value climate-smart future with paperboard at chain, and are testing different types the core. of solutions. The fibre-based alternative “Iggesund makes very high-quality has to be at least as good or better “CONSUMERS paperboard. It has long virgin fibres with than plastic. We are therefore working good solidity for the berries along with with leading researchers at universities WANT TO HAVE hygienic surfaces. It is very important to develop systems that help us with LESS PLASTIC BUT for us that Iggesund works sustainably information for improvements and with its entire production, from planting documentation.” WE CAN’T SIMPLY to manufacturing. They have knowledge Briså agrees. “Documentation plays a GO FOR THE FIRST and experience and in many cases big role in the work. It is important for us are world leading in their field,” says that our choices are not only emotional, SOLUTION THAT Hanseid. And Briså adds: “Together we but are also based on scientific grounds COMES UP.” want to develop solutions that help with when it comes to things like carbon — Erik Hanseid this long-term transition.” — INSPIRE.3— 2019 p. 31 PACKAGING By moving from plastic to to plastic from By moving have Bama paperboard, climate the total reduced per cent. by 48.2 footprint How to by—Lisa Garner In today’s digital world, it’s all about personalisation, and one of the hottest trends of our time is influencer marketing. Marketing guru Rachael Shayne at Vivabox knows how you can snag an influencer. How to HOW TO

32 p.

2019 —

INSPIRE.3 influence an influencer INSPIRE.3— 2019 p. 33 HOW TO - - - The most feedback we we feedback The most 5 get from them is the simp from get example, For stuff. lest the handwritten where’s Or the VIP feedback note? loop? What’s your way or product getting of Or feedback? packaging maybe they don’t know is – so give what Rooibos them that information. This means that they can re your brand represent all, they’re After ally well. ­ brand doing the editorial you, so they rely ing for ingredients on the story sending. that you’re Inform and and Inform educate! comments a lot of get We influ and pushback from about packaging. encers They end up with all this that they don’t know stuff and they do with what to it. waste to don’t want So maybe you can help do a secondary them to them by giving giveaway, a mini shipper inside. Then they can pass the to their on stuff excess them And show followers. it, they can recycle how the reuse to them how tell etc. tray -

- -

For YSL, YSL, For Rachael’s top five five top Rachael’s tricks tips and were in Paris. in Paris. were Help them to tell the the tell Help them to 4 Rachael created created Rachael ted reality for the influen for reality ted they like so they felt cers They could in Paris. were the Arc de Triomphe get into directly augmented the tissue Even their room. scented. was in the box “layers was The concept scent, – of discovery” of touch. sight, of of Let the box talk the box Let Create talk! the box Let anticipation and use that anticipation to What is the a story. tell the What are colour? those finishes? What are special things that say is it”? For “this brand work when we example, kit, on an REI influencer put we it’s compostable, everywhere, credits eco use soy ink. Or and we the on the other side of your spectrum, you have super luxury brands, it and when you receive got tone-on-tone you’ve spot gloss that says “whoah, this thing is expensive”. on their by playing story for example For senses. do you help sell how YSL, perfume with influencers if they can’t smell it? an augmen created We an augmented reali an augmented so they felt like they they like so they felt ty for the influencers the influencers ty for

You need to stand out out stand need to You 3 Win the front Win the front door battle An influencer kit is really really kit is An influencer piece sweet a really just But instead mail. direct of win the battle trying to of you’re the mailbox, of front win the trying to Some of door battle. are these influencers six to between getting a day. eight packages Things that they’re and they’re expecting about. excited the from the crowd from to make moment first very door the front it past in a pile put and not get For “I’ll open it later”. of with worked we example, that was brand a makeup launching a mask in a lemon beautiful shade of we so yellow, chiffon itself lemon made the box and it yellow chiffon out. It’s the stood totally but think simple things, and texture, about colour do you help them how what’s inside anticipate about excited and get even they’ve it before opened the shipper?

- -

The best brands today today brands The best 2

sion, maybe save them them sion, maybe save a if they’re some time, send influencer, micro so them some tools they can do better The idea photography. value making it a better of and helping exchange them find purpose is meaningful. really Our core five senses, senses, five Our core sight, sound, touch, taste, the things that smell are us what the world tell but in this day and is, is everything age where be things have digital, complicated. more come quite we’re humans, As each from disconnected So the things that other. sense help us make now the other are the world of worth, senses: self five save beauty, humour, me and show me time, purpose. helpful. Help your are you’re like influencers, aligned with their mis The 10 senses The 10 senses influence of

- -

-

If they’re a a If they’re tools so they so they tools can do better can do better photography. send them some send them some 1 To create an ongoing an ongoing create To micro influencer, influencer, micro

ing, to and then continue build on that relationship? think about relationship a subscription it like what does that service, one big Not just look like? hit. What can you do to and some interest create mail intrigue in that first cer, then the influencer then the influencer cer, about you, more will care human nature. that’s just encers. When you’re a a When you’re encers. that really brand reliable about the influen cares Try to have a relationship a relationship have to Try know with influencers, and then who they are, your kit personalise Gone are accordingly. shipping just the days of influ of hundreds to Have a a Have relationship with your influencers — Rachel Shayne “HAVE A A “HAVE RELATIONSHIP WITH INFLUENCERS, WHO THEY KNOW ARE, AND THEN PERSONALISE YOUR YOUR PERSONALISE KIT ACCORDINGLY” Biodiversity by—Jonathan Leijonberg photos—Holmen Skog, Stanislav Snäll Iggesund Paperboard products are made from virgin wood fibre supplied by sister company Holmen Skog. Holmen has for many years worked with active nature conservation to protect forest-dwelling species. David Rönnblom, environmental expert, describes how responsible forest management can safeguard biodiversity. Knocking on wood Targeted efforts Enclosing areas Holmen particulary targets saving Some deciduous trees provide a diet certain endangered species listed for the forest’s four-legged hoofed by the International Union for “INSECTS ARE animals. Rönnblom has noticed how Conservation of Nature (IUCN). SOMETHING THAT the great willow and aspen trees in David Rönnblom takes the Longhorn particular have declined in northern beetle (Tragosama depisarium) as WE HUMANS BENEFIT Sweden. “We are enclosing areas to an example. “This beetle lives in dead FROM BECAUSE THEY prevent moose and other animals from pine trees lying on the ground. We eating endangered trees. By doing this have felled old pines and created POLLINATE. IF WE we have generated more deciduous so-called silver wood where Longhorn LOSE POLLINATING trees.” BIODIVERSITY beetles can live and reproduce.

34 INSECTS IT WILL BE Another insect being squeezed out Sustainable forest p.

is the Auger (Bostrichidae) beetle. DIFFICULT FOR OUR management It can only be found in fire-damaged Assessments are made prior to 2019 old pines. In this case we have moved FOOD PRODUCTION.” — David Rönnblom thinning and harvesting trees to

— insects to their natural environment.” avoid harming endangered species. In Sweden there is no deforestation. Conservation of forest All harvested areas are replanted If we locate areas in forests that have with new trees in order to provide INSPIRE.3 a wide range of species, they are us with raw material for sustainable preserved. “Our goal is to preserve building and packaging materials 5 per cent of the land with high for generations to come. conservation value. In reality it’s more, about 6.5 per cent. And wherever we harvest, we save old and dead trees, as well as preserving zones around streams and wetlands.” Controlled fires Fires are a natural disturbance in ? forests. Before today’s improved fire WHY IS PROTECTING BIODIVERSITY fighting methods, our forests burned IMPORTANT? more regularly. Many species are Many scientists think that we’re facing a actually dependent on the burnt wood. mass extinction of species on Earth – caused “We carry out controlled forest fires by human activity. According to a report from WWF the populations of all mammals, and those species that are associated birds, reptiles and fish have fallen by an with fires are the species that have average of 60 percent in the last 50 years. responded most positively,” says And it’s even worse for insect species with Rönnblom. a decline being double that for vertebrates. So why does it matter? The ecosystems are fragile and without insects the food chain Creating bodies of water would collapse, affecting higher animals Some species have their natural – including humans. Also, without healthy habitat next to streams and wetlands. ecosystems there is no clean air and water. “Insects are something that we humans In order to save these, dredged benefit from because they pollinate. If we drylands are dammed up to create lose pollinating insects it will be difficult for whole new bodies of water. our food production,” says David Rönnblom. Longhorn beetle

INSPIRE.3— 2019 p . 35 IT’S A WRAP! It’s a wrap!

— As part of the “Plant the “Plant part of As initiative, it forward” away give Iggesund used to every to baby pine trees ers Frederic the opportunity the opportunity Frederic ers

f Lisa Garner

He got the baby trees during his his He got the baby trees during the Iggesund sales year, Every himself as describes Frederic the gives Iggesund still Today, — to the website and register. Iggesund to theregister. and website on you updated the growth will keep your course, and of our forests of in particular. trees Frederic Ansart, sales manager at sales manager at Ansart, Frederic for boxes folding produces Wauters, the perfume and spirits markets. they’re and now ago, visit six years in Normandy. in his garden planted air is that the French thinks Frederic they arriving, them – since good for high! metres four over to grown have o team the a visit to for his customers take to very “It’s a says, Frederic factory. making these been unusual visit. I’ve and it’s always 15 years over trips for a pleasure.” the for respect having “a lot of highly the and loves environment” these visits. educational aspect of By in planting trees trees. of gift to commits the company your name, like the earth. If you’d giving back to you, go for plant a tree Iggesund to customer that payed a visit. Today, that payed a visit. Today, customer turned these saplings have some of residences. private into trees in

Read more about about more Read at Plant it forward Iggesund.com Tree of life of Tree by

INSPIRE.3— 2019 Issue 63 A MAGAZINE FROM IGGESUND PAPERBOARD CO19019E home of Invercote and Incada. Incada. and Invercote of home , a source of inspiration, is provided by Iggesund Paperboard, Paperboard, Iggesund by is provided inspiration, of , a source Inspire

FINISHING TECHNIQUES— TECHNIQUES— FINISHING PRINTING TECHNIQUES— TECHNIQUES— PRINTING PAPERBOARD— PAPERBOARD— Silk lamination silver ink silver Digital printing with printing with Digital Invercote G 260 g/m², G 260 Invercote pt 330 μm, 13 Cover printing: Cover