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Laminated paperboard box conveys vodka’s purity

Crystal Head Vodka switches from E-flute corrugated to heavyweight laminated paperboard carton to convey premium quality printing without the flute lines.

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Purity: That’s the brand attribute most central to Crystal Head Vodka, an additive-free vodka manufactured by Globefill Inc., in Newfoundland and Labrador, Canada. To convey the brand’s premium quality and purity of ingredients, Crystal Head recently switched from an E-flute corrugated carton to one made of a heavyweight laminated paperboard structure provided by ASG (AGI-Shorewood Group) that eliminates flute lines and allows for special printing techniques.

Launched in 2007, Crystal Head Vodka was co-founded by actor Dan Aykroyd and artist John Alexander. The vodka is quadruple-distilled and is filtered seven times, with the final three filtrations done through 500 million-year-old crystals known as Herkimer diamonds. In addition to being additive-free, it is gluten-free, and Kosher-certified. Primary packaging for the product is a clear glass bottle in the shape of a human skull, designed by Alexander and supplied by Bruni Glass (www.bruniglass.com).

According to the Crystal Head website, “Dan Aykroyd and John Alexander designed the Crystal Head bottle with a pure spirit in mind. Inspired by the legend of the 13 crystal skulls, Aykroyd and Alexander sought to craft a bottle worthy of one of the world’s purest vodkas.”

To reflect the care taken to craft the product and package, Crystal Head selected ASG to design a secondary carton that could convey its premium quality. Says Leon Hill, Account Executive, Global Projects Team, ASG, “The E-flute package did not communicate the brand message. It was a shipper, basically, and nothing else. They wanted to tell the story of the brand, and the new carton does that.”

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