No design is an island – truly successful results require successful cooperation. When Korsnäs started its current design project, its central thrust was to see how the meeting of different sets of skills and experiences would result in creative ideas and innovation.
The project is an important element of the launch of Korsnäs’ first completely white cartonboard, Frövi White. Several highly qualified European converters and design agencies are also involved. All are contributing their unique expertise and experience, and the results – four luxurious packaging designs – are now being distributed in Europe.
The London-based design agency PI3, with clients like Allied Domecq and Diageo, has a good reputation for luxury beverage packaging, and took on the job of putting Frövi White’s plasticity to the test. The result was a beautifully designed box for the imaginary Still 6 whisky label. This is the first of four package designs to come out of these cooperative efforts. “The design of this creative packaging, with its unusual and challenging idiom, was developed to demonstrate the superb plasticity of Frövi White,” says PI3 Production Director Eric Connolly. The brushed aluminium graphic look makes it feel masculine and modern – and innovative.
Development of Frövi White began with the goal of a spring 2007 launch. “We maintained an ongoing dialogue with our clients and partners to make sure their wishes and requirements were part of the development process,” says Rolf Gustafsson, head of Korsnäs’ packaging board product area. “Our goal was to provide a completely white board grade with unique plasticity and a perfect printing surface. Our partnership with PI3 and the positive market response to the Still 6 packaging are proof that Frövi White really performs.”
Other packaging being released in spring/summer 2007 through the Korsnäs design project includes chocolate packaging designed by VerDeSoft and pharmaceutical packaging designed by Klis Design, both in Germany, and perfume packaging designed by JLA Partners in France.