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Arresting Characters, Beautiful Packages

Written by in Color & Texture, Environmental Responsibility, Packaging

 

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…

 

Kaboom!

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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.

 

Boomer Box

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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.”

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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

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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.

 

After-Life

The Eco Evangelizers character is intended for consumers who care about the environment.

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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.

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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.

 

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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.
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“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.”

Here, PLIKE® and SO…SILK® Papers are used with tone-on-tone foil stamping and applied to luscious hangtags.  If ’40s screen sirens come to mind, that was the designer’s intent.

 

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.

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    2:03pm
    Robert Bruce said:

    I would very much appreciate a Neenah Character Case.
    Speaking as a packaging designer, this is a very fresh take.
    Cheers.

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    5:00pm
    Louise Olson said:

    Would it be possible to get two Design Army portfolio’s – you can ship to
    xpedx a Veritiv Company

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    12:52pm
    Matt Porter said:

    Louise,

    I will forward your request to the right people at Neenah. I am sure they will be pleased to send you this promo.

    Matt Porter, Editor of Against the Grain

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    11:40am

    As lead designer at Buckman I’m always interested in creative marketing campaign ideas. The Design Army’s packaging promo for Neenah could provide inspiration for a couple of upcoming projects. Could you please send me one? 1256 N. McLean Blvd. Memphis 38108.

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    3:58pm
    Matt Porter said:

    Claudette,

    I will forward your request to the folks at Neenah who can ship you one of those promotions. Thank you for taking the time to comment and request one!

    Best,
    Matt Porter, Managing Editor, Against the Grain

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    8:55am
    Alex Kidd said:

    Hi Matt,

    This is beautiful and is a very useful tool. I would like one. Can you put me in touch with the people to request one?

    Thanks,
    Alex

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    5:24pm
    Matt Porter said:

    Alex,
    I will alert the proper authorities. I will cc you on the request. Thank you for your comment and your request, too! Happy Holidays.

    Matt P

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    4:50pm
    Candice said:

    As Senior Graphic Designer at the USEF. as well as freelance I would love to utilize this for ideas. I would be most appreciate if you could send me one, as I don’t believe we have a local Neenah rep even though we use your paper all the time!

    Thank you!

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    11:49pm
    Kevin Cobb said:

    Wow! This is so creative. I would love a Secret Agent Attaché Case — can you please connect me to the right people? Many thanks!!

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    6:16pm
    Matt Porter said:

    I will tell the powers of Snail Mail Bless Them to send you one!

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    6:17pm
    Matt Porter said:

    I will tell the powers of Snail Mail Bless Them to send you one!

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    2:13pm

    This is beautiful! I’m always looking for creative promotions for inspiration. I don’t have a Neenah rep, but is it possible to have one of these mailed to me? 28 Rosedale Rd, West Hartford, CT 06107. Thanks a bunch!!

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    7:30am

    I just recieved The Dream Collection and am very happy. When I saw this I fell in love. I make centerpieces for events and I love using interesting materials that make people come up to me asking where I found it. For my last event I used STARDREAM. Thank you for making such beautiful and interesting paper products.

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    12:54pm
    Matt Porter said:

    What a very kind and generous comment. Thank you Katherine!