Fine print [Gold PAC awards for brand marketing and flexible packaging]

Print Action, Jun 2003

Designer: Corporate Visuals

Prepress: Southern Graphic Systems Printer: Printpack

Client: Kraft Canada Project: Crispers packaging

Design

Marketed to snacking consumers - metallic Mylar substrate can make colours look dull or grey - used white as a backup colour on images to give more vibrancy - blocking effect for shelf appeal: a contiuous strip of white, or cartouche, that links from package to package with the Crispers logo - linked with blocking, but seven flavours separated by seven colours

Prepress

Obtained fingerprint analysis from Printpack - matched densities and curves with proofer, Dupont Digital Water Proof (AQ4) - built a digital profile, or Look Up Table (LUT) - established key colours as differentiators between flavour varieties - received ink draw downs to understand how substrates effected ink - used Samba screening from Esko-Graphics to highlight and shadow areas as transitions between the background and product shots

Printer

8-colour central impression flexographic press - photopolymer plates - solvent-based ink system - package design printed in reverse on a 48-gage polyester substrate - colour matching is an issue on the substrate, which created the need for exact colour matching on press - millions printed a year

[Graph Not Transcribed]

Both winners of Gold PAC awards for brand marketing and flexible packaging - for brand marketing the package must be a recognizable brand that enhances previous designs but maintains heritage - for flexographic packaging the product was judged on various elements including originality, graphic design, quality, registration, finish and purchase appeal

Designer: Corporate Visuals Prepress: Southern Graphic Systems Printer: Sonoco Flexible Packaging Client: Kraft Canada Project: Chips Ahoy! packaging

Design

Approached as an entire franchise redesign - researched French market and found name needed revamping - French consumers called product Monsieur Christie, as its brand name translates to tiny bits of chocolate - after focus group trials added "de M. Christie" to the brand name on French packaging - used heritage blue and hero cookie in redesign

Prepress

Matched densities and curves with proofer, Dupont Digital Water Proof (AQ4) - built a digital profile, or Look Up Table (LUT) - established key blue colour for design and branding purposes - maintained product brand while differentiating between varieties - received ink drawdowns to understand how substrates effected ink

Printer

Rotomec rotogravure press - rotogravure cylinders provided by Southern Graphic Systems - package design printed on paper then laminated on film, front to back - rotogravure used over flexo for quality purposes and need for exact colour - colour matching is still an issue on the paper substrate, which created the need for exact colour matching on press - millions printed each year