Sappi’s bright white Algro Design has helped board and paper packaging solutions Edelmann to provide bright and colour effects for new Lumene Wheel of Light line of cosmetics.
There was a distinctly Scandinavian feel about the finalist selections in this year's ProCarton ECMA Awards, including Finnish skincare and cosmetics firm Lumene’s creation of a new logo called ‘Wheel of Light’ just at the beginning of the year.
The packaging concept was developed by international market leading packaging manufacturer Edelmann and a British design team from JDO. The goal was to emphasise the brand story that highlights the exceptional pure nature and yearly light cycle of the Scandinavian landscape with special visual and physical features.
It was clear right from the start that only a bright white carton material like Sappi’s Algro Design would be suitable for this innovative packaging. The surface characteristics and excellent converting capabilities of Algro Design perfectly represent the Nordic values of purity, simplicity and authenticity. All of this added up to a powerful and coherent design concept for all ‘Wheel of Light’ packages.
Edelmann premium packaging sales key account manager Marcel Heinze said: “Achieving a packaging solution that is minimalist and eye-catching at the same time yet creates magic through additional nuances and technical features at every glance, that is the art of packaging development.
The technical challenge lies in creating a design that appears simple, but is actually quite complex. For example, clever micro embossing on every Lumene package reflects brilliant natural light, varying with the angle of view. This creates a natural, noble and high-quality effect that appeals to the observer’s senses, one that could only be achieved with the pure, bright white surface of Algro Design.
The idea behind the new branding carton boxes for Lumene is to pay tribute to the Nordic clean nature, pure Arctic water and extraordinary light, that does not set during summer months. “For Nordic people, light is absolutely vital, giving us strength for the long and dark winters.
This sensation of being bathed in sunlight is what we would like the customer to feel when she discovers Lumene products on the shelf. The extremely white carton from Sappi represents our Nordic way of life of purity and authenticity,” says Kristina Enqvist, Packaging Development Director at Lumene.
The Edelmann team designed a total of seven different types of packaging in different sizes and versions for Lumene. This includes folding cartons with internal chambers, trays, gift packages, integrated height compensation for bottom and lid, and much more.
Sappi’s Algro Design in weights of 350 and 380 g/m2 was utilised. Each box is printed on both sides in five to eight colours using offset printing. In addition, the exterior sides were finished with matt/gloss effect, embossed foil printing with micro embossing and blind embossing. To save space during transport and storage, the folding cartons are delivered pre-glued and flat packed to be assembled when required. All folding cartons can be assembled and filled automatically. And there is no foil lamination, only carton board.
The printed image on the inside of the box reflects the key ingredient of the product, which requires the use of a different colour each time. Lumene skincare and cosmetics products are primarily made from natural, health-beneficial raw materials from the Arctic nature.
One of the requirements for the packaging development was to represent these natural ingredients with a specific colour scheme for each. Thus, the blue product line Lähde (source) represents Arctic spring water; gold signifies sea buckthorn of the Hehku (incandescence) line; red represents the Kuulas (luminous) range of the Nordic lingonberry; orange stands for the Arctic cloudberry in the Valo (light) line, and a shade of copper represents the bark of the Nordic pine for the Sisu (urban antidotes) line.
Edelmann is a leading provider of high-quality and innovative board and paper packaging solutions. At its 16 sites around the world, in France, Poland, Hungary, Brazil, China, India, Mexico and USA, as well as its seven in Germany, the family-owned company develops, produces and distributes folding boxes, packaging inserts, system solutions and rigid boxes for the healthcare, beauty care and consumer brands markets. In 2016, 2,700 employees generated a turnover of €300 million.