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INNOVATIONS Packaging Innovations from across the Globe

Pure Magic - Thinking Beyond by Britannia India: Indiastar 2008

Released: Mon, 09/29/2008 - 19:05 By admin
Britannia Industries Ltd.
Contact Person :
Mr Gagan Talwar
Packaging Development
+91 44 26254432

Luring a consumer into buying a product has become an axiom of packaging & “Pure Magic” range of cartons showcase how engaging packaging can be in delivering premium positioning. A perfect blend of latest technologies in designing, printing, varnishing & foil embossing resulted in “Pure Magic” which aims at broadening the realms of biscuit packaging, giving the product a luxurious feel and intoxicating experience which is way ahead of other cartons.

Development in offset printing & value addition in paperboard cartons, its conversion processes have been effectively used in developing “Pure Magic” cartons. The value addition in the carton packs across the range viz. the top flap locking, brand name embossing (specifically the ‘cat’ in the logo), the window UV varnish, the print quality.
The product shot & the fitments for the envelopes make it a complete blend of art along with technology resulting in unique pack proposition. A package with an attractive shape, stable structure, and value added at different stages of packing, viz.:
Pre-formed pouch: To give the high fat premium product, the desired shelf life, it is packed in a golden color metallized pouch. The pouch is provided with tear notch with easy opening feature.
Paper Envelope: The primary pack produced is inserted in a two color printed foreign art paper envelopes to give it a cover and a premium appeal of exotic offering therein.
Carton with slotsThe individual product/pack in the envelope is inserted in pre-designed cavity/slot made in the paperboard carton. After placing eight such envelopes, the both ends of the carton are closed to give it a compact image. The two triangular slotted structures are packed together in a sleeve which gives good aesthetic impact.
Paperboard sleeve: The overall product pack produced is inserted in an eight colour printed, window UV varnished paperboard sleeve with embossing and gold foil stamping to give the final pack format.
Thus, the overall pack, with its different layers, gives a unique experience of relishing a premium cookie in its best packaged format.


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