FROM THE COMPANY THAT CONTINUOUSLY EXPANDS THE BOUNDARIES FOR VIRGIN FIBRE BASED PACKAGING MATERIALS #4

packaging impact design award 2009

Pack and Display

korsnäs is one of Sweden’s leading forestry companies. Production is con-ducted at the company’s three mills Gävle, Frövi and Rockhammar. Production ca-pacity amounts to 1.1 million tonnes of cartonboard and paper annually, with inte-grated pulp production. Korsnäs develops, manufactures and sells virgin fibre-based packaging materials intended for users with exacting requirements for efficient, creative, functional packaging solutions, primarily in the consumer goods segment. Korsnäs also produces pellets at two plants in Latvia. The company exports approximately 90 percent of its products. Korsnäs employs 1,900 people, has annual sales of SEK 7,396 m (2008) and is a wholly-owned subsidiary of Investment Kinnevik AB.

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purchasing cues and pull in consum-ers like trout to a well-tied fly. Display size varies. Even a small display can have huge impact, as the winning French entry demonstrates.

Recently, I had a chance to talk to Sandra Planeta, who took part in PIDA Sweden this spring. She’s a designer who has been in charge of the Body Shop’s packaging and communications. We talked design: how different designs can be, and what typifies a good design.

– A good design captures the soul of the brand, says Sandra. It just is. If it’s really good, you don’t even think of it as design. It’s a matter of understanding and then expressing it in the language of shape and colour.

Read and be inspired!

Here and now

For many of us, it seems like the commodity that’s in shortest supply is time. Our planning calendars are jam-packed and we try, with varying degrees of success, to be efficient. You see this reflected not only in the range of goods that shops provide but in the way they display them for maximum impact. Today, most purchasing decisions are made in the shop, and packaging has evolved from a simple protective covering to an increasingly sophisticated sales tool. Often packaging replaces other forms of advertising, and products are marketed largely through point-of-sale displays.

This year’s PIDA contest reflects our changing purchasing patterns. The theme is Pack & Display. Students design both the pack and the display, trying to maximise

addressKorsnäs ABSE-801 81 Gävlewww.korsnas.com

pUBLisHerAgneta Rognli

editorAnnica Alexandersonannica.alexanderson@korsnas.com

LaYoUt & prepressStrateg Marknadsföring AB

pHotoErik WåhlströmGreger Tallroth IUT UniversitéPelle Bergström

printStrands Grafiska AB

materiaLExterior: Korsnäs White 240 gsmInterior: Tom & Otto Silk 170 gsm

LangUageSwedish, English, French, German, Italian, Spanish

edition10 000 ex

caLendarLUxe pack 21–23 octoBer 2009 Monaco

pida germanY 12 novemBer 2009 Hochschule der Medien, Stuttgart

pro carton congress 25–26 novemBer 2009 Düsseldorf

vs pack 1–3 decemBer 2009Cognac

easYFairs 24–25 FeBrUarY 2010 Birmingham

annica alexandersoneditor

4 korsnäs HIGHLIGHTS

1. Third Prize Play: Emilie Monbertrand, Benoit Bethencourt and Benoit Trichard.

2. Second PrizeÖya, l’art du chocolat: Géraldine Beauvais, Lise Marecat and Axel Levert.

3. Happy first prize winners Marine Le Noach, Julie Chevalier and Joseph Simonutti.

4. J-L Azizollah discusses the second prize entry with students Lise Marecat and Géraldine Beauvais.

5. Honourable Mention Evasion: Emilie Jouard, Lucie Creyx and Camille Crupaux.

6. First Prize Cosmetics: Marine Le Noach, Julie Chevalier and Joseph Simonutti.

Korsnäs invited several major industry players to star in the event held in conjunction with the award ceremony. Fabrice Peltier, an expert on packaging design with his own packaging gallery, spoke on packag-ing design and the tools available to designers: shape, colour, logos, textures, etc. JL Azizollah, a special-ist on brand strategy and design, led an interesting panel debate on Intelligent Packaging, while Camille Guébhard, Display and Packag-ing Manager at Nuxe, represented the brand owners, discussing how Nuxe’s marketing strategy evolved from big, expensive displays to small effective ones, often placed at the point of sale.

Hard work and FestivitY

Korsnäs’ partner in the French edition of PIDA is IUT, situated in Champagne – a name synony-mous with festivity and exclusivity. Those are perfect associations for

a Korsnäs PIDA event, but for the competing students, much care and hard work had gone into the compe-tition. Packaging design instructor Génebaud Gérandal guided the students through the project, from understanding the brief to complet-ing their prototypes. According to Génebaud, competition adds spice to education: “PIDA is an effective teaching project that concludes with an event where students meet estab-lished industry players, a generous day full of inspiration to help them make the packaging of tomorrow more intelligent, professional and enticing. PIDA left a good taste in our mouths here at the university.” This year’s PIDA event was the third in a row to be held in Reims.

HigH wow Factor

The competition was closely fought, with many very high quality en-tries. First prize went to a cosmetics concept with a display that wasn’t

much bigger than the pack, but which combined dramatic impact with a high “wow factor”. Julie Chevalier, Marine Le Noach and Joseph Simonutti can look forward to a trip to Sweden’s capital and a tour of Korsnäs’ production facility in Frövi. n

selling more and in-store enticement the themes at pida 2009Some 60 design students at the Université de Reims (IUT) took part in Korsnäs’ Packaging Impact Design Award competition in mid-May. 150 guests saw an impressive exhibition of packaging and displays and a tough competition for first prize – a trip to Stockholm and Korsnäs’ production facility in Frövi. text: ANNICA ALEXANDERSON

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Sandra Planeta opened her own agency, Planeta Design, in Stock-holm in 2005 after an impressive career abroad. Planeta Design works with all forms of communi-cation, designing everything from websites to menus and WC signs for the Grythyttan Inn to distance markers at the PGA of Sweden golf resort. But consumer packaging design is where Sandra made her name internationally, including four years as Global Packaging Design Manager at the Body Shop and work for BRIO (wooden toys) and Kimia (skincare). Her years in Hong Kong, New York and London give her a solid base of experience that she translates into new concepts, strategies and packaging solutions. Sandra also works as a lecturer and motivational speaker, and took part in Korsnäs’ Swedish PIDA event last spring. When I got together with Sandra, I asked her to talk about her work and what inspires her.

it starts witH words

– When I accept a job, we draw up a creative brief with ten questions that ask the client to formulate the main features of their concept in concentrated form on no more than

a page. I can’t do anything until I’m sure we understand each other. Mu-tual respect and understanding are the basis for a good result. I have to understand their whole business in order to deliver something good, which is why I’ve learned so much about various businesses over the years.

peopLe are mY inspiration

– My greatest source of inspira-tion is meeting people. My clients include many entrepreneurs. It’s a huge kick when I feel like we under-stand each other and I grasp the po-tential of the product. That’s when the creative process starts – coming up with strategies and building the brand.

most impact For tHe moneY

– Smart, economical solutions generate satisfied customers. The client often has a limited budget. I understand, and I advise them on how to achieve the greatest impact. The current tough economy has changed the way design agencies work generally. We keep a minimal permanent staff, instead working with broad networks of contacts with various types of expertise.

emotionaL, simpLe and smart

– Since the role of packaging has changed in recent years, increasingly taking over the communicative role of advertising, it’s now much more important for packaging to be right. A common mistake is to start design-ing the packaging too late, so the de-velopment period is much too short. Even if you have a tight budget, it is sometimes smart to use expensive packaging that sells the product and can then be used for storage after purchase. Good packaging provides an experience with an emotional im-pact and a tactile feel that are hugely important. Personally, I love brown packs with a rough surface and a retro feeling.

Read more about Sandra’s business and background at www.planetadesign.se.

pretty is the easy part

“Discovering the soul and identity of a brand and then communicating it intelligently in varied contexts is a real challenge,” says Sandra Planeta. “Good design is so much more than making pretty things.”text: ANNICA ALEXANDERSON

Sanda Planeta

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8 korsnäs HIGHLIGHTS

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1. First prize: Mr & Mrs – Eyeliner pens with toilet mirror display. The jury wrote: A high-impact pack. Eye-catching because of the way it displays the product. A combination transport pack and dis-play. This design handled the pack and display challenge elegantly. No technical difficulties are involved in producing the packaging. It is both up to date and emotional. The presentation is a bit pale and might have benefited from a little more colour. A worthy winner that meets the requirements of the brief. Hannes Pettersson, Stephanie Yrell and Carina Augustsson – Broby Grafiska.

2. The winning team from Broby Grafiska – Carina Augustsson, Hannes Pettersson and Stephanie Yrell (not pictured) – won a trip to Barcelona for their eyeliner pens with a toilet mirror display.

3. Building on over 40 years’ experience as head of design at Nestlé, Lars Wallentin had much – often provocative – advice to share at the event.

4. Second prize: Brilliant – Perfume in a tree. The jury wrote: A display that communicates beauty and exclu-sivity. The pack has an interesting shape – not innovative, yet it breathes exclusivity and femini-nity. Could be die-cut but assembly is complica-ted. Inspires curiosity and desire to purchase. Malin Östlund Norell, Linda Stolpe and Maja Kjellberg – Broby Grafiska.

5. Third prize: Sunset – Chocolate. The jury wrote: Superb display with black and gold effects and a nice combination of matt and glossy. Attractive pack that doubles as a display. This packaging follows the trend of using windows to attract consumers. Petra Josefsson – Broby Grafiska.

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The fifth edition of Korsnäs’ annual Packaging Impact Design Award (PIDA) entered its final phase with a customer event and awards ceremony on a rainy May day in Frövi, Sweden. Just one week later it was time for PIDA France in Reims, and PIDA Germany will round out the season in November. This year’s challenge is based on the insight that consumers make most purchasing decisions in the shop, and that is where they can be influenced. We entitled it Pack & Display and asked design students from various colleges and universities to create both a pack and a display for an imaginary chocolate or cosmetic brand. text: ANNICA ALEXANDERSON

top quality entries in this year’s swedish pida

simpLiFY, sUrprise, sYnergise

This year’s keynote speaker was Lars Wallentin, a well-known packaging-world personality and an entertainer with a crystal-clear message: simplify, surprise and synergise. If you want to be noticed, you have to stand out from the crowd. With his red clown nose, Lars clearly isn’t afraid to do just that. Also contributing to the event were designers Sandra Planeta of Planeta Design and Bengt Bussler of Idéhuset along with Bo Wallteg of packnyheter.se and nord em-ballage, who took part in a panel debate on Intelligent Packaging.

An audience of some 130 people, including customers, brand owners, designers, design students, reporters and Korsnäs employees, made their preferences known with mentometer buttons.

empHasis on interpLaY

Before the award ceremony, the students impressed the jury and the audience alike when they presented their work and explained their ideas. Among the students were both some very promising designers and some significant theatrical talents. This year, the jury emphasised the inter-play of pack and display, looking

at how the display presents the packaging through its use of design, colour and contrasts. Other judges’ criteria included packaging impact, material and segment. The entry that garnered the most attention re-ceived only an honourable mention since the students had packed the wrong product, while some of the entries failed to use the prescribed material throughout. Together the competition entries make up a first-class exhibition dis-playing the creativity and diversity of tomorrow’s designers. Plans are under way to show the entries at other external events, too. n

10 korsnäs HIGHLIGHTS

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6. Honourable mention:Björn Bork – Mailbox and envelopes for under-wear. The jury wrote: A very unusual and amu-sing concept. You couldn’t miss this packaging in a clothing shop. Excellent documentation. Josephine Sörensen and Andréas Jonsson – Mälardalens Högskola.

7. Honourable mention:Amiable – Lipstick packaging with magnetic dis-play. The jury wrote: A simple, powerful packa-ging solution that communicates with humour. Will undoubtedly appeal to younger girls. A good idea with high in-store impact. Susanne Solberg – Mälardalens Högskola.8. Another entry that received much attention:Chokladica – Chocolate beverage for adults.

The jury wrote: A creative yet simple, modern design. The product emphasises the drink as an adult concept. “Chokladica” suggests chocolate you can drink. Erica Meleno, Julia Losciale Hedlund, Kelly Brofall Hagström, Martina Carlsson – Nacka-demin.

8. Honourable mention:Adamas/Black Diamond – Perfume for men. The jury wrote: The most professional, thoughtfully conceived documentation the jury has seen in many years. It includes everything: printing, production, moodboard, ergonomics, material choices, etc. Unfortunately assembling the packaging requires much manual effort. Martin Lindbratt, Niklas Beinhoff and Pontus Sjöström – Nackademin.

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korsnässackpaper

korsnäskraFtpaper

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korsnäscLassic

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korsnässUpreme

korsnäswHite

korsnäscarrY

korsnäsLigHt

korsnäsLiqUid

korsnäs prodUct portFoLio

korsnäs cartonBoard Three strong board materials, each carefully developed for specific areas of application.

korsnäs sack & korsnäs kraFt Sack and kraft paper for sacks, bags and other products requiring maximum strength and durability.

korsnäs wHite top kraFtLiner Four liners covering every need for high-quality top liners for corrugated board packaging.

korsnäs LiqUid packaging Board Board material developed for some of the world’s largest and most demanding liquid packaging manufacturers.

Korsnäs ABSE-801 81 GävleSwedenwww.korsnas.com

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