New Poseidon rises with 3D tactile imagery

Luxury retail carton brand strategy

August 1, 2020

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FSEA Award 27th Annual Gold Leaf Awards Competition, June 2020. Fresnels Innovations awarded Silver in category ‘Best Use of Holographics’. Citation reads For Plastic Free, Recyclable Poseidon box. Photo Fresnels

A new generation of folding carton technology, which enables brand owners and designers to showcase aspirational products in evermore stunning, sales-enhancing packaging concepts, has been introduced by international foil and visual effects specialists, Fresnels Innovations.

Several images were produced using proprietary digital mastering technology. This digital imagery is called Cellini after the 16thC Italian jeweler and sculptor. Each image contains encrypted information allowing identification at overt, covert and forensic levels. The images were embossed, metalised and transferred onto recyclable and ecofriendly cardboard sheets. Photo Fresnels

Featuring advanced proprietary 3D imagery and created from advanced print and design materials, the award-winning Poseidon box can feature as the centerpiece of a luxury brand strategy. The luxury cartons can be built around sophisticated, elegant, and environmentally sensitive cutting-edge packaging that delivers enhanced consumer shelf appeal and added value in the retail environment.

The development reflects advances in nanostructure print technology to create designs reflecting a product’s essence as part of packaging incorporating state-of-the-art anti-counterfeiting measures for additional brand protection. The use of recyclable materials also chimes with the Poseidon concept, personifying a new generation of packaging innovation that respects the environment.

The sheets were printed and blind embossed. The printed design shows Poseidon rising from the waves. He is printed in perfect registration, with the digitally generated halo against a black background which obscures all the other embossed designs and the metallic finish. Thus, a design has been created with a holographic accent without the need for the printer to have stamping foil capability. Photo Fresnels

3D tactile imagery

Cellini technology features in the Poseidon box, provide an appealing and cost-effective option for delivering 3D tactile imagery to the packaging without expensive laminates. Packaging incorporating Cellini imagery is fully recyclable, enhancing its appeal as an environmentally friendly option in luxury packaging applications.

The application of new foil technology offers a more visually engaging alternative to ink counterparts as it changes color when rotated to augment the all-round packaging experience. Inks can only do this when tilted.

The capacity to incorporate complex, visually alluring imagery into transfer film that can then be applied to recyclable paper and cardboard packaging substrates is a pioneering development, imparting brand luxury and warmth as part of the Poseidon box’s overall elemental appeal and feel.

This is achieved using Driems transfer film – a recyclable paperboard manufactured with Cellini technology and delivered to laminators as master rolls for transfer to the paper board of their choice. It offers flexibility and versatility in the production process. The sheeted material is manufactured with the individual images accurately placed within the sheet as required by subsequent print and die-cutting processes.

A final layer of brilliance ands security is added using Fresnel Innovations’ proprietary optically variable Peacock and Scarab stamping foils. Each of these imparts spectral colour combinations, like those seen on banknotes but typically achieved using oVIs. Photo Fresnels

In recognition of its innovative use of advanced materials, the Foil & Speciality Effects Association’s (FSEA) Gold Leaf Awards 2020, which received more than 300 entrants, saw the Poseidon box a prize winner in the ‘Best Use of Holographics’ category. The judges cited the box’s use of plastic-free, recyclable products as particularly impressive.

Dr Glenn Wood, Fresnels’ COO, said, “Poseidon is award-winning luxury packaging that signifies a step-up in design sophistication, originality, and visual impact. It expands the opportunities for ever more inventive and creative solutions for brand leaders and their packaging designers and suppliers.

“It’s environmental credentials, use of advanced materials and processes, and an integral print enhancement technology combine to produce a final solution that’s better than ever before. Now, the packaging industry can have the folding carton it always wanted – and to have it recognized by the FSEA is a huge endorsement of its quality, sophistication, and, ultimately, commercial potential.”

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