Neenah Introduces Five Creative Packaging Ideas for Building a Brand’s Character
by Elizabeth Freeman on 10/22/2015 | 6 Minute Read
The new Neenah Character promotion shows how packaging with unique, premium paper can extend a company’s branding.
At first glance it looks like a cool shopping bag from an avant-garde fashion brand, but it’s actually the new Neenah Character promotion. The sleek and mysterious carry case with “pick me up” appeal houses five different creative packaging samples that showcase a multitude of Neenah’s premium packaging papers and printing techniques. The promotion, designed by Design Army, is the third in a series of 3D 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 three-dimensional form,” said Pum Lefebure, Design Army’s Co-Founder & 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.”
MEET THE CHARACTERS
The Digi-Generation: Plastic is out, paper is in — especially when paper can look this cool. Meet the gift card for the world’s next digital music mammoth, BOOM. A folded, embossed, debossed and foil stamped sleeve 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 IMAGEMAXTM Card and NEENAH DURAMAXTM Card. Be sure to check out the API Holo Foil Revolution + Blind Emboss on Cassette 2.
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. SO...SILK® Papers with tone-on-tone foil stamping on luscious hangtags that evoke the feeling of high- end lingerie conjures ‘40s screen sirens. Ooh la la, indeed.
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. Capture this dynamic demographic with packaging that speaks in their voice and reflects them at their best. 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 tantalizing touch.
The Eco Evangelizers: 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. How about a light bulb box that doubles as a lampshade. 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 times 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.
To get the new Neenah Character promotion, contact your local merchant or Neenah sales rep.