Minimal packaging, maximum impact

The white and brilliant Algro Design® by Sappi supports the packaging of Loaded, a men’s fragrance from the sportswear brand Strellson. Aided by 100% embossing and a closure “à la Moleskine”.

A glossed metal flask, a pointed teardrop-shaped red and black logo, a white paperboard case, glazed all over to support the minimalist brand and show the value of a packaging that distinguishes itself by virtue of its simplicity. Sustained by this basic premise, and developed by Edelmann with Sappi Fine Paper Europe’s Algro Design, the packaging for the men’s fragrance Loaded by Strellson has become a finalist in ProCarton/Ecma Awards 2012.

Candid and strong. Recognition should be equally divided among the many who worked for this product’s success (following a year of development), starting with Mäurer & Wirtz Prestige, which created the fragrance, and the packaging design agency Peter Schmidt Group. A special contribution was made by the material used, as Udo Kruizenga, Packaging Print Manager of Mäurer & Wirtz, explains: «The strength of this packaging is based on the contrast between the dark colors of the logo and the extraordinary brightness of the support, on the chunky sturdiness of the Algro Duo 450 g/spm and on the expressive power of the embossing, inspired by the surface of the metal, which bestows vivacity and an impressive tactile sensation. The allusion to the consistency and softness of skin is intentional and aims at mitigating the rigidity of the board».

Details. The materiality of Sappi’s virgin fiber board, in line with the target consumer and Strellson’s sportswear products, as well as the minimalist aesthetic, are highlighted by a series of special effects. The contrast between the board’s opaque varnish and the lucid gloss that gives a 3D effect to the logo, for example, but also the unique closure: the top is held in place by a red elastic band that recalls the famous Moleskine notebooks and lays along a special groove. 

Algro Design in three versions
Among Sappi’s most well-known and widely used SBB paperboards, Algro Design is characterized by a smooth and brilliant white surface, high light resistance and a consistency that is soft and silky to the touch. Sappi produces it in three versions:
•    Algro Design with double coat on front and no coat on back, in thicknesses between 160 and 400 g/m2;
•    Algro Design Card with double coat on front and single on back, from 235 to 345 g/m2;
•    Algro Design Duo with symmetrical double coat front and back, from 250 to 380 g/m2.
For applications requiring particularly high rigidity, laminated versions of Algro Duo are also available from 450 to 70 g/m2.