Neenah’s creative packaging ideas include a sleek and mysterious carry case with ‘pick me up’ appeal that houses five different creative packaging samples showcasing a multitude of Neenah’s premium packaging papers and printing techniques.
The promotion, designed by Design Army, is the third in a series of three-dimensional Neenah promotions that focus on brand packaging. ‘We want people to think of paper as more than just paper, it’s a versatile material, just like fabric or metal, and it can have a 3D form,’ said Pum Lefebure, Design Army’s Co-Founder and Chief Creative Officer.
The outer carry case, constructed of a combination of NEENAH® Folding Board, and SO SILK Papers, uses a deep, full emboss and foil stamping to create an elegant, yet sturdy structure.
Design Army developed brand characters for each of the five samples found inside the case, each representing different demographics and branches of the retail industry, with a compelling and useful look at ‘who are they? ‘and ‘what hooks them?’ According to Lefebure, ‘The content is trend-driven, but these are long-term trends that will affect retailers for years to come.’
The gift card for the world’s next digital music mammoth, BOOM, is a folded, embossed, debossed and foil stamped sleeve that houses three printed, paper gift cards that look like cassette tapes with redemption codes for digital songs; a subtle wink to mixtape culture. The cards are produced on NEENAH IMAGEMAX Card and NEENAH DURAMAX Card.
The New Shopaholic
On the cutting edge of style and social networking, with disposable income to boot, this millennial market is primed for packaging that replicates the sensation of luxury outside the retail environment. SOSILK Papers with tone-on-tone foil stamping on luscious hangtags that evoke the feeling of high-end lingerie conjures ‘40s screen sirens.
The Artisan Crafters
Reared on cooking shows and food blogs, today’s at-home cooks are hungry for ingredients with integrity, and sourced close to home. And not all labels are created equal. Marrying craftsmanship and creativity are the two things that matter most to Artisan Crafters die-cut labels and artful type can blend ‘artisanal’ and ‘authentic’ in a masterful recipe for irresistible results. NEENAH® Folding Board, Deep Black creates three bottles that showcase labels for craft tequila, wine and olive oil on ESTATE LABEL and BELLA LABEL Papers.
The Savvy Socials
Devoted to cultivating their online personas alongside their real-life personalities, these image-conscious consumers are quick to sniff out products and brands that feel inauthentic. An iridescent digital printing paper like STARDREAM Papers in Crystal, with silver and pink foil, catches the eye of even the most device-addicted shopper, and the combination of elegant finish and shine invites a tantalising touch.
The Eco Evangelisers
Sustainability has never been so stylish or sleek, and an eco-friendly iteration of practically every product is simply a click away. To connect with consumers that truly care about their footprint and are compelled to share their experiences on social media, brands should look to sustainable packaging with a second life. This minimalist pairing of recycled NEENAH Folding Board and ENVIRONMENT Papers with white ink feels as stylish as it is sustainable.
‘Neenah is always striving to inspire designers by introducing new papers, new techniques, and new ideas. We hope the Neenah Character promotion helps designers think about paper differently, consider paper as a possible driver in design, because often a customer’s first introduction to the brand is through paper, when they pick up the package, hold it and interact with it,’ said Jamie Saunders, Marketing Communications Manager, Fine Paper and Packaging, Neenah Paper.
