Ceepackaging

This autumn Invercote will change character. From being a typically pale Scandinavian understatement it will be transformed into a symphony of colours. Where blank space was previously used to highlight Invercote’s whiteness, a multitude of colours now prevails. There is a more provocative choice of images and the overall design style is more reminiscent of the big consumer brand owners than of Invercote’s competitors in the paperboard industry.

‘We chose Frövi White for the print quality,’ says H&M packaging buyer Viveca Kleebinder. ‘The material’s properties enabled us to reduce grammage compared with FBB, which we have used in previous years. With this graphic design, we’re trying to communicate a feeling of luxury and flair, so print quality is essential. The whiter the cartonboard, the better the results.’

Where will we be tomorrow? This is an issue that Korsnäs (earlier AssiDomän Frövi) has been working on for the past two years in a large strategic packaging board project, where a thorough global market analysis was conducted to determine which products and services customers would like to have. The analysis led to a plan that included significant investments and developmental work which has now resulted in a new product.