Marko Leiviskä, a Graphic Packaging Designer at Metsä Board, is on a mission to push the technical and visual limits of high-quality cosmetics packaging. The packaging design team creates designs that are not only visually stunning but also technically advanced. T his is something completely different. Drawing its visual iden- tity from the Harley Davidson V2 motor, the ground-breaking cosmetics package design fea- tures two slanted parts sitting on brand promise but also elevates the brand image. The tactile experience, with emboss- ing and smoothness, is also part of the brand journey. Wow effects can be achieved without com- promising environmental priorities. “Packaging can be both visually appealing and still easily recyclable .” TEXT MINNA HIIDENSAARI PHOTO MIIKA KAINU, METSÄ BOARD
a sleek carton tray. “We wanted to shake things up and find an angled shape that could be produced on an industrial scale.” Angled packaging, along with another sample featuring black packaging with a luxurious, classical horse theme, was designed with cosmetics products in mind. Limits were pushed with colour combina- tions, embossing, shading, and foiling. “Printing can be challenging with some paperboards due to their characteristics. With the right choices, ambitious visual effects can be applied to the packaging. Our challenging print theme is proof of the technical quality.” When it comes to the target audience, well-designed packaging not only fits the
Marko Leiviskä Graphic Packaging Designer, Metsä Board
In all the fine-tuning and boundary-push- ing, the R&D laboratory at Metsä Board’s Excellence Centre, where a hundred different features can be measured and tested, helps achieve the exact desired targets. “Compression strength is one of the most critical features of cosmetics packaging, as logistics plays a big part. We can also simu- late different climate conditions with varying temperatures and moisture levels, putting the packaging to ultimate tests.” “Successful packaging adds value to the product. We always include quantifiable, calculated value in our design concept, which helps clients reach their targets.”
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BLACK COLOUR Black tones are particularly challenging, as creasing can break the paperboard. “We succeeded in finding a lasting combination.”
DYNAMIC DUO
Graphic Packaging Designer Marko Leiviskä and Structural Packaging Designer Iiro Numminen make a dynamic duo. Their competitive edge comes from extensive custo mer insight, design and technical expertise. Combined with knowl edge of carton processing, the result is a rare combination in the industry. The team’s wizardry trans lates to significantly more profound competence than a traditional design office alone could provide.
EMBOSSING AND FOILING Horse-themed packaging has ambitious shades on the embossing.
Shelf appeal to the max: when several horse- themed packages are placed side by side, they form a bigger, unified design, leading to a larger wow effect in a retail environment.
BOARD MAGAZINE
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