Arresting Characters, Beautiful Packages
Your Mission: Arrest Consumer Attention
New Promotion Reveals the Identities of
Five “Customer” Profiles Inside a Faux Real Attaché Case
The Neenah Character promotion is a tongue-in-cheek promotion that encourages designers and brand managers to think about new ways to add personality to their package designs in order to capture consumer attention. Created by Design Army, the five distinct “character” promos are tucked inside Secret Agent Attaché Case. Inside the case, the true characters are revealed and explained.
The user’s mission, should you decide to accept it, is to explore the contents, rethink packaging paper, and then deploy it to blow buyer’s minds with explosive, thrilling new package constructions. Are you game? This post will self-destruct in 5, 4, 3, 2…
Neenah Character is another in a series of 3D promotions bringing focus to branded packaging. “Designers may not realize how Neenah Packaging Papers have opened new possibilities in package design. Our goal with this promotion is to inform, inspire, and promote these new premium paper tools so that designers can use them to capture buyer attention,” says Pum Lefebure of Design Army.
The five characters represent a range of demographics and retail experiences: Digi-Generation, New Shopaholic, Artisan Crafters, Savvy Socials, and Eco Evangelizers. A multitude of papers, dielines, and printing techniques are used with each.
The Digi-Generation character holds special meaning to Design Army’s Jake Lefebure. It features a mock gift card for the world’s next digital music mammoth, BOOM. “It brings me back to the ’80s of my youth,” he says. “The things I grew up with are cool again. Kids are rediscovering mix tapes and record players, and I love that.”
The gift cards are produced on both silky NEENAH IMAGEMAX™ Card and NEENAH DURAMAX™ Card, a strong, durable paper that can stand up to a round or two of laundering. Also featured is API Holo Foil Revolution and Blind Emboss on Cassette 2.
Bling on Bling
The Savvy Socials profile deploys a reflective paper appropriate to the product — a high-def makeup foundation. “This design is bling on bling,” says Pum. “My motto is this: ‘Why go minimal when maximal will do?’” The iridescent STARDREAM® Papers in Crystal in combination of elegant finish and shine invites shoppers to see, touch, and buy.
The Eco Evangelizers character is intended for consumers who care about the environment.
How about a light bulb box that becomes a lampshade? This is a brand that appeals to sustainability-minded buyers with sustainable packaging paper that has an after life. The restrained design features recycled NEENAH® Folding Board and ENVIRONMENT® Papers with white ink. Very appealing.
Keeping It Real
Who are the Artisan Crafters? Those who value the way a product is made. Those who demand integrity in production values and authenticity in packaging. Those who prefer materials that reflect the integrity and authenticity of the products that they house.
For this “character,” NEENAH® Folding Board, Deep Black was used to create three labels for a tequila, wine, and olive oil. A combination of embossing and foil stamping on ESTATE LABEL® and BELLA LABEL® Papers are shown.
Ready for Your Close Up?
The New Shopaholic is a character who values fashion, style, and hot trends. They are social networkers with disposable income. These buyers are motivated by the perception of lavish, luxe, and lovely.
“As I said before, why be minimal when maximal will do?” says Pum. “The aim is to stop people in their tracks. But you can have it both ways: a design can restrained, but the materials must shout luxury.”
Your Mission: Arrest Buyer Attention
To paraphrase the character Norma Desmond from the classic film Sunset Boulevard, “I’m still big, it’s the package that’s gotten smaller.” Make it count. To get your copy of the Neenah Character promotion, contact your local paper merchant or Neenah sales rep.