Benson Receives Award for Willies Cacao Pack

Benson Group, a leading privately owned printed folding carton manufacturers, is celebrating its first award for 2013 following recognition in the Structural Design category of the Starpack Awards 2013.

The innovative creation housing the Willies Cacao, Sea Salt Caramel Black Pearls luxury chocolate product was succinctly described by the judges as: “Gorgeous, tempting, effective, interactive – loved it! A clever piece of packaging with a real premium feel without being excessive.”

The pack creates a perfect one-piece erectable cube, top opening to allow for easy sharing and easy access. The desire from the client was to build in a ritual around the opening of the box: a sense of gradually revealing, peeling back the layers to access the chocolates. The concorra opening feature creates this exciting entry into the pack, revealing the product inside. An intricate coating pattern has been used to achieve a detailed gloss effect; with varnish added in a single pass using the twin-coater on Benson Bardon’s Heidelberg XL 105 press. The pack uses a spot glue technique to create a double thickness lid.

Substrate for the pack is virgin fibre Incada Excel board, selected for its quality and printability, and for the outstanding visual impact when printed front and back.

Commenting on the project on behalf of Benson Group, Nikki Clark, Marketing Manager, said: “We are delighted to receive a Highly Commended award for this packaging product. We needed to work closely with the client and the artwork house to produce a carton that captured the vision from the first briefing. The end product exhibits, we believe, the best print finishes to compliment elegant and well-presented artwork created by BrandOpus.

“How the product was packed was constantly kept under consideration. Our designers at Benson Group worked closely with the client to ensure the pack was easy to assemble and fill at the hand-packed production line. Adjustments made to the closures allowed for a more efficient packing line.

“We believe that the constructional design produced creates a new style of pack for the premium chocolate market. The cube construction stands out on the shelf against competitive products. The combination of print varnish effects, internal printing and foil blocking against the dark brown base colour draws the consumer’s eye to the pack.”

The Starpack Awards, celebrating excellence in packaging design and technology, will be presented on July 11th 2013 in London.

Source: Benson Group