Independent corrugated packaging specialist TRM Packaging and leading design agency Elmwood are sharing ideas and concepts for what can be done to push the frontiers of corrugated packaging.
The Burscough business is positioning itself as a leading supplier of retail ready packaging, on the back of £8 million investment programme which has led to installation of a Bobst MasterCut earlier this year to follow on from that of a seven-colour Göfert sheetfed flexo press two years ago. Combined these can delivery new levels of print quality and finishing accuracy to a material once considered suited only to outer casing.
This has been underlined by winning awards for print quality (Best in Show at the 2015 EFIA awards) and the introduction of TRM Precision, TRM Impress and TRM Profile at the recent Packaging Innovations show to demonstrate the accuracy of finishing, including the ability to emboss a corrugated board and that print quality is a match for litho.
It was at Packaging Innovations that converter and design agency shook on the agreement to work closely together. TRM Packaging chief executive Trevor Maund says: “We have long regarded Elmwood as a highly innovative leader of design effectiveness. With a reputation as a world-class agency, we are looking forward to working and sharing ideas together to help both businesses develop original and creative designs for the future.”
Its problem is that it deals with procurement managers at the brands and customers it deals with, whose interest is in unit cost, not innovation. The design agency has access to the marketing people who are beginning to understand the value of making a brand statement using shelf ready packaging. But designers may not be aware of what the print technology that TRM has can deliver.
Peter Aldous, creative services director for Elmwood, acknowledges this saying: “The team at TRM demonstrated a high level of passion for improving design and their investment programme clearly highlights their commitment to delivering not only high quality packaging but creativity too – both of which are of high importance for Elmwood and our clients.”
TRM sales manager Tim Oakley says that investment in the Bobst MasterCut has put TRM ahead in terms of the accuracy of register to the printed image, leading to higher quality products. Arden Dies is working with the business to create the formes for the innovative finishing styles. “It means that we can produce corrugated boxes that have the quality and impact of cartons,” he says.In order to achieve this previously the only route was to laminate preprint litho to the corrugated sheet.
The intention is to convince brands that styling their on shelf packaging to continue the brand message is highly effective – even when the products themselves have sold. It also ensures that the products are presented as the brand decides rather than leaving this to an non-incentivised shelf stacker. “Some brands understand this while some brands, some of whom are very large companies, have not understood this yet,” says Oakley.
TRM and Elmwood first made contact a year ago, resulting in visits to the Lancashire factory and to the decision for the like-minded companies to cooperate. “We can show them the innovations we are capable of and in turn they can relate this to their customers and designs,” says Oakley.
The print quality, equivalent to 150lpi litho, is achieved thank to Flint inks and Chemence prepress materials and is achievable on B flute grades of corrugated.
The company began a £8 million investment after the installation of the German built press. It has led to improvements to its corrugator to run 2.8m widths and to produce F flute, the £2.5 million 1.7m wide Bobst MasterCut with full automation and most recently a £1 million spend on a pallet press line, strapped and wrapper.
The company can produce 1 million boxes a week and generates sales of £38 million a year, employing 230.
TRM Packaging wants to get across messages about print quality and finishing accuracy to change attitudes about the quality of work that can be produced using a flexo press printing direct to board. It has struck an agreement with Elmwood Design to drive this effort.
