STUDY OPERATINGCUSTOMER OPTIMISATION EXPERIENCE LUXURYELECTRICAL PACKAGING

HOW TO ENSURE OPTIMALDISCOVER THE PACKAGING SECRETS ANDTO CREATING STORAGE A LUXURY FORPACKAGING PRODUCTS SOLUTION OFTHAT DIFFERENT WILL WOW YOUR SIZES? Delivering online beauty products, beautifully: a ONLINE CUSTOMERS ACTIVITY: concept in sustainable and Leadinginnovative provider luxury of packaging IT components.that brings home the thrill of the purchase PROJECT TYPE: Optimise packaging costs THEBACKGROUND CUSTOMER’S CHALLENGE for different products. The shift in consumer shopping habits from instore to online has seen a dramatic acceleration over Therecent customer months as isa resulta global of the leader pandemic in PC and components, associated lockdowns peripherals that have and seen the closurePROJET of OBJECTIVE: accessories.retail outlets and many more of us working from home. Develop a packaging solution They provide IT professionals with all key industry components. for different product sizes. TheIt’s a shiftcustomer that is expected wanted to universalbecome a permanent packaging one forfor 44% three of consumers*,different sizespresenting retailers and brand owners with the challenge – and opportunity – of delivering their brand experience to consumers in a of hard drives. different way.

ThisAs Europe’s packaging leading should distributor reduce of , handling, packaging storage solutions and administrationand visual communication costs as products, Antalis wellregularly as protect works with the printers, product. designers and brand owners and their distribution companies to help them choose the best solutions for a job; increasingly, this is for the creation of luxury packaging that will enable them to make the transition from ‘wowing’ consumers instore to online, and in a sustainable way. Flap for quick closing THEAt Antalis, ANTALIS we know our SOLUTION products inside out in terms of the applications they are suited to, their and finishing compatibility and capability, and their environmental credentials. We are always keen to help our customers in this rapidly changing world, and learn how we can best support them. The design of a recyclable and universal solutionWanting to allowing get closer ultra-fast to the reality packaging of creating for a complete packaging solution in line with the changes in threeretail trends, different we recentlyproduct tasked sizes. ourselves with exactly that – how to successfully deliver a luxury packaging brief that effectively portrays the brand’s essence right from the primary packaging to the transit packaging.

From the perspective of a fictitious brand, we created a brief that addressed real-life scenarios many brands are regularly faced with, with an aim to produce packaging suited to current retail demands, ensuring an end result that would be protective, mailable and luxurious. *Source: Retail Gazette Hard drive

Pre-glued holders for securing the hard drives Single-piece corrugated cardboard packaging CASE STUDY OPERATINGCUSTOMER OPTIMISATION EXPERIENCE LUXURYELECTRICAL PACKAGING

THE BRIEF

HOWBased upon the premiseTO of aENSURE high-end start-up cosmetics company with strong ethical and environmental values, the brief required a design solution that would give consumers an enjoyable OPTIMALand memorable experience PACKAGING in alignment with their expectations of such a brand. For the purposes of this brief, the packaging was for a set of day and night face creams, which would need ANDto be packaged together.STORAGE The pots for these creams are also environmentally friendly, having been made from Durasense, a bio-composite from StoraEnso comprising of wood and which can be easily FORrecycled. We settled PRODUCTS on the branding SLP, standing for Smart Luxury Packaging, for the project. Target market: Consumers of high quality cosmetics/skincare products purchasing online.

OFFunctionality: DIFFERENT Because the product would be delivered SIZES? to customers as well as purchased instore, the brief required the design and production of both primary and transit packaging. ACTIVITY: Design: The design should reflect the brand’s quality and values. In particular, it was important to communicate the environmental ethics of the company and products to the consumer. Leading provider of IT components. Innovation: Innovations in packaging design and technology should be explored to help create stand-out in the finished piece. PROJECT TYPE: Optimise packaging costs Experiential: The finished packaging should provide more than just protection, it is a key component of the THEexperience CUSTOMER’S and, as such, the look,CHALLENGE feel, immediate and longer-term functionality should be considered.for different products.

TheMateriality: customer The texturesis a global and colours leader of inthe PC materials components, used should peripherals reflect and reinforce and the identityPROJET and OBJECTIVE: accessories.ethos of the brand. Develop a packaging solution They provide IT professionals with all key industry components. for different product sizes. Sustainability: In line with the brand’s environmental ethics, the packaging design should minimise waste Theand the customer use of plastics. wanted All chosen universal materials packaging should have for strong three environmental different credentials. sizes of hard drives. Print techniques: As a start-up business, the quantity of units to be produced would be small, so the Thisviable, packaging cost-effective should print reducechoice wouldhandling, be digital. storage and administration costs as well as protect the product.

Flap for quick closing THEHERE’S ANTALIS HOW WE SOLUTION DID IT...

TheThe design design of a recyclable and universal solution allowing ultra-fast packaging for threeBRANDING: different product The fictitious sizes. company was assigned the brand name ‘SLP’ based on the purpose of our project – Smart Luxury Packaging.

To reflect the company’s strong environmental stance - and in Hard drive keeping with the season in which the packaging would be on display – the supporting brand artwork was inspired by nature and features leaves and soft autumnal colourings. Pre-glued holders for securing the hard drives Single-piece corrugated This gives scope to update the cardboard packaging packaging in line with the seasons, keeping it fresh and encouraging consumers to buy again rather than switching to another brand. CASE STUDY OPERATINGCUSTOMER OPTIMISATION EXPERIENCE LUXURYELECTRICAL PACKAGING

THE TRANSIT : This had three HOWimportant functions; TO ENSURE

• Protection – to ensure all OPTIMAL contents arrive at their destination PACKAGING undamaged AND• Security –STORAGE to avoid drawing attention to the high value goods inside and evidencing proof that FOR the goods PRODUCTS inside had not been tampered with OF• Experience DIFFERENT – to create surprise SIZES? when opened ACTIVITY: Design: FEFCO 0427 box style Leading provider of IT customised to fit around the inner box. components. Material/print: E-flute corrugate external surface left unprinted for PROJECT TYPE: discretion. Internal surface lined with Optimise packaging costs THE100% CUSTOMER’S recycled Keaykolour CHALLENGE Particles for different products. Sunshine, 120gsm, 4-colour printed on an HP Indigo B2 press with brand Thevisuals customer and information is a global about leader the in PC components, peripherals and PROJET OBJECTIVE: accessories.brand’s environmental ethos. Develop a packaging solution They provide IT professionals with all key industry components. for different product sizes. The customer wanted universal packaging for three different sizes of hard drives. INNER DISPLAY BOX: To support Thisthe packaging brand’s sustainability should reduce goals, handling, the storage and administration costs as welldesign as protect team thein our product. Smart Packaging Centre (SPC) decided to create a box that could have a secondary purpose beyond providing protection. Flap for quick closing THEFor ANTALISthis project they SOLUTION designed an inner display box that could be used as an Theattractive design ofand a functionalrecyclable keepsake and universal in solutionwhich allowingto store the ultra-fast pots. packaging for threeDesign: different A belly product band holdssizes. the two sides of the internal box in position for retail display and during transit. Once removed, the two sides of the packaging open out to display the pots.

Material/print/finishing: Invercote Hard drive Creato, 380g, 4-colour printed to both sides on an HP Indigo B2 press with heavy weight substrate kit. High-build spot varnish used to highlight the Pre-glued holders for leaf imagery. Digitally cut on Esko securing the hard drives Kongsberg cutting table. Single-piece corrugated cardboard packaging

FSC® certified Invercote Creato is produced by Iggesund at their mill in Sweden, which has recently been awarded Platinum for sustainability by Ecovadis. It is optimised to run through an HP Indigo with heavyweight substrate kit. It has the best grammage-to-micron ratio for a Solid Bleached Board. Due to the strength of the sustainably sourced Swedish fibres and multi-layer construction, it performs brilliantly for printing, creasing and multi-step processing. Knowing there would be considerable mechanical stress on the folded hinge area of our design, and that the box would need to remain pristine in appearance despite being opened and closed on multiple occasions, we chose this product with confidence that it would perform. In addition, the high quality of Invercote Creato gives a real feel of luxury. CASE STUDY OPERATINGCUSTOMER OPTIMISATION EXPERIENCE LUXURYELECTRICAL PACKAGING

BOX INSERTS: To hold the pots HOWof cream in place TO (during ENSUREtransit and subsequent display), the team designed inserts, which were OPTIMALto be printed in complementary PACKAGING tones: dark leaf outlines on a light ANDbackground forSTORAGE the day cream and white leaf outlines onto a dark FORbackground PRODUCTSfor the night cream. Design: A sense of drama and luxury was created with use of a board with OFa metallic DIFFERENT finish. SIZES?

Material/print/finishing: Metalprint ACTIVITY: Digital, 329gsm, printed 4-colour plus Leading provider of IT white ink to enhance the metallic effect. Digitally cut on Esko Kongsberg components. cutting table. PROJECT TYPE: Optimise packaging costs THESpecifically CUSTOMER’S designed for the CHALLENGEHP Indigo 12000, Invercote Metalprint Digital promised a solution thatfor delivered different products. a feeling of indulgence, adding something special to the project. Printing colours and/or white inks over the Themetalized customer surface producesis a global eye-catching leader metallicin PC effectscomponents, with luxurious peripherals appeal. Metalprint and Digital isPROJET produced OBJECTIVE: accessories.by Iggesund at their mill in Sweden which has recently been awarded Platinum for sustainability by DEcovadis.evelop a packaging solution They provide IT professionals with all key industry components. for different product sizes. The customer wanted universal packaging for three different sizes of hardBELLY drives. BAND: This had three important functions; This packaging should reduce handling, storage and administration costs as • Visual – highlighting the brand well asthrough protect display the product. of the logo • Functional – holding the two halves Flap for quick of the inner box together during closing THE transitANTALIS or retail SOLUTION display • Experiential – adds a layer to The designthe unboxing of a recyclable experience and for universal the customer solution allowing ultra-fast packaging for threeDesign: different Use product of foiling sizes. to match the metallic of the box inserts creates a premium feel and dramatic impact upon opening the transit box.

Material/print/finishing: 100% recycled Keaykolour Particles Sunshine, Hard drive 250gsm, digitally cut on Esko Kongsberg cutting table. Brand logo foiled. Band wrapped around inner box and glued. Pre-glued holders for securing the hard drives Single-piece corrugated cardboard packaging The fantastic environmental credentials of Keaykolour Particles Sunshine, together with its natural, yet distinctive, appearance, made this an easy choice for the project. We chose to use this product within the transit packaging and also as a banding for the inner box to bring the design together. Keaykolour Particles Sunshine is 100% recycled and manufactured here in the UK, at Stoneywood mill in Scotland. In addition, the Keaykolour paper range is sold by Antalis as fully carbon balanced. CASE STUDY OPERATINGCUSTOMER OPTIMISATION EXPERIENCE LUXURYELECTRICAL PACKAGING

LABEL: To keep the presentation HOWof the transit boxTO as clean ENSURE as possible, while ensuring it would remain sealed during transit OPTIMALand, importantly, be easy for PACKAGING the consumer to open, a security ANDwas used to sealSTORAGE the box. FORDesign: Brand PRODUCTS logo on circular label. Material/print/finishing: PCL on A3 backing sheet, 4-colour printed on OFan HP IndigoDIFFERENT 5600. SIZES?

ACTIVITY: Constructed to withstand multiple printing processes and certified and endorsed by HP, the PCL3 labelsLeading we provider of IT selected promised to run trouble free through the HP Indigo 5600 machine. The labels came in thecomponents. perfect size to suit the logo design and their excellent adhesion properties ensured that the transit box would remain securely closed during transit. PROJECT TYPE: Optimise packaging costs THE CUSTOMER’S CHALLENGE for different products.

TheOUTCOME customer is a global leader in PC components, peripherals and PROJET OBJECTIVE: accessories.Within a relatively short timeframe, we have produced a luxury packaging prototype that sellsDevelop a packaging solution Theya brand, provide and a product, IT professionals keeps everything with allsafe key and industry secure and, components. ultimately, gives consumersfor a different product sizes. Thememorable customer unboxing wanted experience universal that willpackaging keep them for coming three back different for more. sizes of hard drives. Key to the success of such a project is twofold: thoughtful design that considers every aspect of the packaging’s purpose and use, and selection of well suited, high performance materials that support a brand’s Thisethos, packaging image and goals.should reduce handling, storage and administration costs as well as protect the product.

Flap for quick closing THEDIGITAL ANTALIS PRINT: SOLUTIONOPENING THE DOOR TO OPPORTUNITY

TheDigital design print ofhas a openedrecyclable the anddoor universal to a world of new possibilities for brand owners and designers, solutionequalising allowing the playing ultra-fast field packagingfor large, established for brands and start-ups alike. threeIt is the different developments product in the sizes. size and weight of substrates that digital print machinery is now capable of handling, and in the growth in availability of printable substrates compatible with them, that is currently presenting the most exciting opportunities in the realm of luxury packaging.

The nature of the digital printing process means it is possible – and economically viable – to print quantities as low as Hard drive one piece, enabling the production of samples as well as entirely unique pieces. Coupled with the capability of digital printing machines to print white ink and varnish, as well as use of variable data to Pre-glued holders for securing the hard drives add personalisation, it presents endless Single-piece corrugated opportunity for brands of all sizes to cardboard packaging create standout in a crowded market that is increasingly inhabiting an online space. We have used our luxury packaging piece to demonstrate these capabilities. CASE STUDY OPERATINGCUSTOMER OPTIMISATION EXPERIENCE LUXURYELECTRICAL PACKAGING

OUR PROJECT COLLABORATORS

HOWEBI Creative PrintersTO ENSURE

OPTIMALEBI have been a customer of Antalis PACKAGING for many years. With a keen interest to trial our Metalprint Digital, this project ANDproved the perfect STORAGE opportunity. Tom Heath, Technical Director at EBI, explains why EBI wanted to get involved: “Creating samples is one of FORthe most effective PRODUCTS ways to show clients what is possible. Now that we have got a range of digital kit – both small and large format – and with the range of materials that we are able to print growing all the time, the OFscope of what DIFFERENT we can produce is almost limitless. SIZES? “It’s why we were so excited when we received details of Metalprint Digital from Antalis and why we were open to getting involved in this project. With products such as Invercote Creato, in weights as high as 380gsm, being compatible with HP Indigo presses, this project has been a great opportunity to show exactly whatACTIVITY: we are capable of.” Leading provider of IT components.

PROJECT TYPE: Antalis Smart Packaging Centre (SPC) Optimise packaging costs THE CUSTOMER’S CHALLENGE for different products. The SPC, based at Antalis’ head office in Leicestershire, is where our packaging technologists help Theturn packagingcustomer goals is a intoglobal reality. leader in PC components, peripherals and PROJET OBJECTIVE: accessories. Develop a packaging solution They work provide closely IT with professionals clients to generate with ideas, all designkey industry possible solutions components. and create mock-ups to forshow different product sizes. what can be achieved with the many different materials in the Antalis range. Over the last few months, we Thehave transformedcustomer into wanted a virtual universal SPC so clients packaging can continue for to three take advantage different of sizesour services. of hard drives.

This packaging should reduce handling, storage and administration costs as well as protect the product.

Supporting the next generation of packaging designers Flap for quick closing THETo supportANTALIS the next SOLUTION generation of designers, and to provide an injection fresh thinking into our packaging design solutions, we offer internships for design undergraduates at the SPC.

TheOur design two current of a recyclable interns, Charlotte and universal Bradford and Sarah Bennett, worked together to design the luxury solutionpackaging allowing for this ultra-fast case study, packaging designing foreverything from the box to the logo and brand visuals. three different product sizes. Charlotte and Sarah comment: “We have learnt so much since we began our internships here, not just about packaging, but about what it’s like to work in a commercial environment. Working on this case study was a great opportunity for us to put into practice what we have learned both here and on our degree courses.”

Antalis is also delighted to be working closely with Norwich University of the Arts to support and encourage more packaging designers of the future. The luxury packaging brief that we set ourselves Hard drive will become part of the students’ course, counting towards their grading for this academic year.

Pre-glued holders for securing the hard drives Single-piece corrugated cardboard packaging

To find out more, visit www.antalis.co.uk or call 0370 241 1466