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Send to KindleStand-out 'PACs' win recognition
With the decoration designed by Frank Gottvald creative director for Design Partners (Toronto Ontario Canada) the Kitchen Connoisseur bottles are dark-brown glass traditionally used for ice wine. The dark color protects the delicate dessert wines from light and McLeod wanted the same protection for the vinegars and oils. The printer Wine Bottle & Packaging (Port Credit Ontario Canada) had to develop special inks so the printing would meet Kitchen Connoisseur's expectations. "Normally the bottles are printed in 10-karat gold ink and white" Gottvald says. "Wine Bottle and Packaging developed colors that use a considerable amount of white in them so they are opaque enough to stand out from the dark background."
McLeod says she's pleased with the final decoration. "The first time we introduced them was at a gift show and we won best booth at the show" she says. "I'm sure the bottles had a big impact on us winning." Released in August '98 the four products are available nationally in Canada and retail from C$12 (US$8.06) to C$15 (US$10.08).
Honoring flexibles
Maxair Vapour Blast Gum by Adams Brands won a gold award in the flexible packaging category. The gum package (below) designed by Glenn A. Davis & Associates Ltd. (Mississauga Ontario Canada) competes in a product category dominated by small packages marketed in retail outlets where shelf space is at a premium. Because of this the Toronto Ontario Canada-based confectionery company needed a package that would instantly attract consumers.
The flexible package consists of 40# holoprismatic metallized paper extrusion-laminated to 7-micron foil. The structure is converted and surface-printed by algroup/Lawson Mardon Packaging (Etobicoke Ontario Canada).
Graham Kaufmann brand manager at Adams Brands says the company chose the holoprism material to catch the consumer's eye. "We thought the holoprism package would leap off the shelf" Kaufmann says. "We did consumer testing and the packaging tested better than blister packs which are the traditional packaging for this type of gum." The package shows a piece of the gum followed by a "swoosh" representing the flavor of the gum. This and the name of the gum are printed on the holoprism material.
Released in November '98 and retailing for C89¢ (US60¢) the gum is selling beyond projections and Kaufmann attributes this in part to the packaging. "The gum is meant to deliver a rush of exhilaration when it's chewed and the packaging graphics speak to that rush with the 'swoosh' and shiny material" Kaufmann adds.
The Packaging Assn. of Canada presented 132 awards at its National Packaging Competition in Toronto this June.
According to the PAC the awards are designed to raise the international profile of Canada's package designers and manufacturers by showcasing their contributions to the marketing distribution and sale of packaged products. Next year will mark PAC's 50th anniversary.
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