Jimmy Choo’s L’EAU is an example of a simple and minimalist design that requires complex processing. For the project the converter Draeger and licensee Interparfums chose to use Invercote from Iggesund Paperboard.
In the world of packaging it is sometimes complicated to achieve something that looks simple, minimalist and elegant. The paperboard cartons for Jimmy Choo’s L’EAU that was launched in summer 2017 is a clear example of this. Its colour is pale pink apart from the brand, the name of the contents, and the fact that it is an eau de toilette. Yet the packaging has passed through twelve finishing stages.
The carton is made of Invercote from Iggesund Paperboard. Conversion is by the distinguished French printing company Draeger on behalf of Interparfums. The packaging is offset printed on both the inside and outside. The printing on the inside is in a pale pink shade, which creates the mood around the bottle. Externally the packaging has a blind-embossed snakeskin pattern plus two rows of text on the front. The outside is also laminated with soft touch film, matt varnished, and foil embossed with both silver film and holographic film.
For producers of advanced paperboard packaging involving many finishing stages, one paperboard property can be of critical importance to the end result: dimensional stability. This may not be the first thing people consider when choosing a material but experienced converters always include it in their calculations.
“If you have twelve finishing stages and get a misregister at stage ten, you don’t just lose the material but also all the work you invested prior to that,” explains Edvin Thurfjell, product manager for Invercote. “In today’s world of ever-increasing time pressure you also risk missing delivery times – and for many projects that just cannot be allowed to happen.”
In Invercote’s case the secret is a combination of a high proportion of long cellulose fibres from pine and spruce plus the sulphate process that extracts these fibres in a gentle way. In addition, the paperboard is constructed in several layers. This is not only important for dimensional stability; it also reduces the risk of cracks in creases compared with single-ply paperboard and paper. However, there is no simple measurement of dimensional stability that customers can find among the lists of specifications from paperboard manufacturers.
“For people who do read these specifications, two clues are high values for tearing strength and tensile strength. But I believe that a large proportion of our customers have discovered this strength from their own experience,” Thurfjell says.
As a product manager he believes, naturally enough, that people should pay more attention to their choice of material.
“As someone who is interested in packaging, I think it’s a pity when people compromise on their choice of material and endanger all the work that’s been invested before the production even starts. When people hire the best creatives and choose star photographers and models but don’t understand that the quality of the packaging material must be correspondingly high, then I do wonder if they’re thinking along the right lines.”
TEXT: STAFFAN SJÖBERG, PHOTO: ROLF LAVERGREN
Material used: Invercote G 330 g/m²
Printing technique: Offset printing, UV on both sides
Finishing options: Ink / varnish: Matt Lamination: Soft touch lamination on ps Embossing/Foil stamping: silver foil + holographic foil stampings! Embossing of the snake scales on the soft touch film. Stamping of the 2 lines (bottom of the box).
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