FinishingEqung quipment nt


Looks good enough to drink A


By Peter Conner, commercial director at Pollard Boxes


dvanced box manufacturing and decoration techniques can help support brand image and differentiation in the luxury drinks sector. A luxury pack has to reflect the premium image of the product it contains and create a sense of expectation and excitement. This is important because, in most cases, consumers will not get to handle or experience the product until after purchase, so the pack has to establish that initial positive impression that encourages its selection over rival options. Certainly there is rarely the


opportunity to try a premium drink before purchasing, and even the eloquent product descriptions on the pack that are designed to encourage trial can only be read once the pack has been lifted off the shelf. Yet creating a standout pack can be a challenge. Bottles sizes are universal and generally fit a common footprint, while for the rigid box manufacturer, the creative scope is even more restrictive, with boxes having to conform to standard sizes and designs - oblong, square or round - so as to maximise the use of available shelf space.


At the same time, the box has another important role to play in delivering effective product protection for the bottle during transit and on-shelf. Luxury box design is therefore


very much focused on decoration in terms of attractive graphics and high quality printing and finishing techniques. Printing effects that help to achieve impact


The selection of the right materials can also add a vital sensory element to the pack, either visually, such as a sparkle effect paper, or touch, through a soft velvet finish.


Decoration can also contribute


to the experience by providing a distinctive contrast between the outside and inside of a pack – subtle exterior colours, for instance, that are changed for brighter metallic effects inside to provide an element of surprise once opened. These high impact box designs


and on-shelf presence include spot UV varnish, hot foil stamping, thermal embossing, lamination, special silk screen finishes and the use of foils.


One example of high impact


decoration is print embossing and de-bossing to create a raised area on a box that gives the impression of a separate label. Techniques such as thermal embossing and micro embossing produce extremely detailed graphics with excellent sharpness and clarity.


New multi-sensory technologies include the combination of


different textures for contrasting touch and feel, or the use of scents. These then become part of the


‘opening experience’ that generates excitement to reassure consumes of the appropriateness of their purchase. Further excitement can be created by the reveal of the product, for example, through a series of stages or the incorporation of a ‘jacket door’, which can include a product description on the inside.


are supported by a robust construction that also helps to reflect the quality image of the drink. Equally important, this protects the bottle, and the discrete use of poly blocks and vacform fitments create a frame in the best way to house and display it. It is this combination of quality manufacturing with advanced finishes and decorative effects that creates the eye-catching appearance and premium image for a box, essential to promote brand differentiation and achieve success in competitive markets. www.pollardboxes.co.uk


greater flexibility for print finishing and bindery departments. The three new additions are designated ‘Basic’, ‘Universal’ and ‘Digital’, and the standard fefeatures on all three versions include amechanical speed of 1,000 to 2,000 items per ho r,ur, hand feeding station, two spine preparation stations, rotary cover feeder, four-fold cover scoring and a cover aligning and pressing station.


The ‘Digital’ version also incorporates a Delta 10 function and CBMas standard. Depending on the individual version, there are options available to further enhance the capabilities of eachmodel, such as a hotmelt spine gluing unit and cold glue equipment.


Flexibility in print finishing, binding and cutting W


ohlenberg Buchbindesysteme has added threemod Quickbinder perfect binding range, providingmore


options and els to its


EXPANDING CUTTING CAPAB LITIESBILITIEI A decision to expand its quality cutting capabilities has led Healeys Printers to replace an ageing Polar guillotine with a new Schneider Senator S-Line 115H


EXP NDING CUTTING


Commenting on ‘PCC’model.


the purchasing


decision, Philip Dodd, managing director of


Healeys Printers, said: “The Polar was limited to handling B2 work but we decided that B1 was the way forward in terms of greater productivity. A visit to drupa enabled us to view what was on offer in the B1 format, and we were persuaded that the Schneider was a highly cost-effective option.


y.


“Since its installation the Schneider 115 has presented us with no problems and has performed really well in terms of its capabilities, cutting quality and productivity. It is proving highly cost-effective and has definitely justified our decision to choose Schneider as our way foforward.” www.


y. w.friedheim.co.uk o. 34 December/January 2017 www.convertermag.co.uk


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