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Personal Touch The most influential packaging trends / Luxury – now and then / How to influence an influencer / Late stage customisation INSPIRE.3 — 2019 Issue Issue 63 A MAGAZINE FROM IGGESUND PAPERBOARD IGGESUND FROM MAGAZINE A personal CO19019E touch The Why it’s time to of er co n s u n a o l s p r e a p e m c r o m k e a s r a g i n g e x p e r i e n c e – A N D H O W Y O U P U L L I T O F F Behind the Scenes photo—Dawn Fincham “The opportunities are endless.” For this cover of Inspire, we chose a EDITOR’S brand new digital silver ink printing NOTE: technique. Jeff Routledge, Production A friend of mine told me a story the other day about sitting on a ski lift Director at Screaming Colour Limited discussing fishing lures with the guy sharing the lift. She’s not into fishing in London, explains the process. herself, so when she got ads for fish- ing gear on Facebook the next day, she couldn’t help but wonder whether When should it be used? “someone” was secretly listening to HP Indigo Silver Ink can be installed her conversations using the micro- on the 5th, 6th or 7th colour station of phone on her smartphone. the press and should be added as a first Whether or not that happened, layer of ink to overprint with other colours the fact is that brands and market- in case different metallic effects are ers today have access to massive required. The working mode is very similar amounts of data making it possible to using any other HP Indigo special ink: to tailor ads, content, services and white, fluorescents… products that are personalised for What is it good for? the customer. This trend is also driven HP Indigo Silver Ink can be used in by us as consumers. In a globalised many different applications, as it is good world the desire to be unique is to elevate any job providing a high-value stronger than ever. and premium appearance. Global brands are being chal- What should one bear in mind when lenged by local products. According choosing this technique? to a report entitled “The 2019 China The large variety of possibilities and Luxury Forecast” there is a shift in BEHIND THE SCENES THE BEHIND the flexibility that enables printing attitude from buying to “show-of” constant and/or variable data on a wide to buying as a “reflection of personal Jef Routledge is Production Director at Screaming . 2 p Colour Limited in London. variety of substrates, clear or not. It can taste” among 76 per cent of Chinese be printed in combination with other consumers, up by about 30 per cent special effects like white ink, invisible since 2012. 2019 What makes this printing technique inks; in reverse or surface printing… Karen Zhang, a 24-year-old banking — special? The opportunities are endless. professional from Beijing, said: “I still With the new HP Indigo Silver ElectroInk like my Gucci and Dior bags, but now- The most influential packaging trends / Luxury – now and then we can combine metallic effects with / How to influence an influencer / Late stage customisation adays I like to explore luxury brands Cover printing: PAPERBOARD— Invercote G 260 g/m², 330 μm, 13 pt PRINTING TECHNIQUES— that have interesting stories and don’t digital capabilities in one printing process. Digital printing with silver ink INSPIRE.3 FINISHING TECHNIQUES— Silk lamination The And, when printing with a gradient of personal shout extravagance. I also like to buy different colours on top of the Silver touch products by Chinese brands that have Ink, we can achieve a full range of a unique twist.” metallic colours, including gold, copper... In this issue of Inspire we look into consu Everything in one press, one pass! r m how the latest technology and crea- e e f r s o a o t m e o r m e i t p s e ’ r it s Why Metallic ink instead of hot-foil? o tive ideas are being used to person- y n h a l W p a c k a g i alise the brand experience when it With the metallic ink, we save one n g ex perien ce– AND HO W YO U P U L L I production step, gaining in productivity. T comes to packaging. O Inspire, a source of inspiration, is provided by Iggesund Paperboard, F home of Invercote and Incada. F On top of that, as the metallic ink is INSPIRE.3— 2019 Issue 63 A MAGAZINE FROM IGGESUND PAPERBOARD applied during the printing process, Cover illustration: Swedish artist Amanda Berglund Enjoy! captures one of the most interesting and important the registration is superior to when using ways to reach customers today: the growing demand Gustav Vidlund different techniques. for personalisation packaging. Address: Publishing agency: Graphic Design: Contributors: ISSN 1404-2436 Iggesund Paperboard Content Innovation Clara Lidström Amanda Berglund, Lisa Garner, SE-825 80 Iggesund, Sweden Döbelnsgatan 21 Gabriel Liljevall, Cari Simmons Inspire aims to inform and enter- Phone +46 650 280 00 SE-111 40 Stockholm Prepress: tain with stories and photos that [email protected] Lena Hoxter Translations: are not restricted to the scope of iggesund.com Managing Editor: Comactiva Language Partner Iggesund’s own business. As the Printing: Jonathan Leijonberg Transperfect name suggests, the idea is to be Publisher: [email protected] Screaming Colour Limited, inspirational and not to infringe Charlotte Lagerwald, London, UK on a company or person’s image Director of Marketing Art Director: Exakta Print, rights or intellectual property. & Communications Johan Blomgren Lidköping, Sweden [email protected] Editor in Chief: Gustav Vidlund [email protected] Contents INSPIRE 63 Features: 20. We are all unique 3—2019 Concept designer Axel Brechensbauer 10. knows why we all want to be unique. It’s in the details Spellbinding, surreal and startlingly beautiful work by paper artist Rogan Brown. Stories: A bag of chocolate .................................. 4 Stunning women's handbags made out of... Carton. Beauty without the beast ..................... 6 Organic, vegan, and cruelty-free lipsticks from French make-up brand ALL TIGERS. The perfect gift ........................................ 9 Stunningly beautiful artwork from one of Japan’s leading chocolatiers. INSPIRE.3 At a later stage ...................................... 22 Late stage customisation is the next step in digital printing and allows you 12. — to print directly onto an erected box. Now, it’s personal 2019 Why personalisation of packaging is becoming one The crystal ball ...................................... 24 of the most important ways to reach customers today. These are the packaging trends that will p. 3 be most influential in the years ahead. CONTENTS Luxury – now and then ......................... 28 How the definition of luxury experience has evolved through the ages. A vitamin injection ............................... 30 Norwegian fruit giant Bama is switching from plastic to paper, and they are already seeing positive results. Influencing the influencer .................. 32 Marketing guru Rachael Shayne knows how to snag an influencer. The forest guardian ............................. 34 Environmental expert David Rönnblom knows how the Swedish model can safeguard forest biodiversity. 89 308 33 Figured out in this The percentage of people The weight in tonnes by The percentage of all insect issue questioned in a survey who which fruit company Bama species that are in danger believe personalisation of is reducing its plastic use of disappearing completely packaging will increase every season, just by moving worldwide. over the years to come. to paperboard packaging. Expo by—Lisa Garner photo—Gabriel Liljevall Many brands turn to paperboard from Iggesund. Here are a selection of our recent collaborations, such as this lovely handbag made of carton and the packaging of Womo’s practical, yet elegant travel shaving kit. EXPO 4 p. 2019 — INSPIRE.3 were thoroug ple hly r male customers.” eo fas lly ou “P cina ecia li ted b esp Nata a Star y this handbag, — kina , Ma rket l ing Director at Confae It’s in the bag Brand: Confael Product: Gift box Paperboard: Invercote Aluvision Confael chose Always on the lookout for interesting Invercote Aluvision and innovative business solutions, for its rigidity. confectionery brand Confael wanted to produce special packaging for their chocolate corporate gifts. To create something unique especially for Women’s Day, they designed a series of personalised bags made out of carton that could be produced in small quantities using metallised paperboard to achieve a premium look. INSPIRE.3 As they wanted the handbag to be manufactured to a very high-quality, Invercote Aluvision seemed like the obvious choice. The handbag needed to — be strong and durable enough to be used 2019 multiple times and the effect of the metal surface was also a big factor. p. Originally planning to print on an SR3 5 format, they ended up having to divide EXPO the carton into two parts because of the size of the material needed. For these reasons, Invercote Aluvision made the most sense for its rigidity, printability, high quality surface, freedom of design, and resistance to cracking. Confael chose to finish it by digitally printing with HP Indigo 7600 using CMYK+White ink. Natalia Starkina, Marketing Director at Confael says, “People were thoroughly fascinated by this handbag, especially our male customers. The women’s handbag is such a recognisable product of Confael and really well-received by clients.” The result is an eye catching, attractive design, unconventional form and a talking point for anyone who sees them. Exactly what Confael set out to achieve.— Expo by—Lisa Garner photo—Gabriel Liljevall EXPO 6 p.
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