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detail
k Pac endar Cal /2012 1 201

Whats new in the world of packaging innovation?

Fashion focus
Keep your packaging on trend

de: g i s n I agin

Colour
Uncover the science behind the subjectivity

The Savoys new tea shop packaging

Under the microscope

The packaging year

The ultimate guide to planning your packaging

Keeping you up to date with all things packaging

Contents
Issue #1

Packaging with a real difference

Hello everyone and a very warm welcome to our 1st edition of InDetail. Our Keenpac newsletter is packed with articles and features which we hope you will find interesting and informative.
Our vision is to supply innovative and brand enhancing packaging solutions whilst always focusing on the detail from the quality and design of our products, the selection and auditing of our suppliers to service and stock management for our customers. We have a fantastic team here in Leicester and in Hong Kong, who have worked tirelessly with all our customers this year to deliver fabulous and affordable festive packaging. We have supplied thousands of cutting edge and innovative Christmas bags, boxes, ribbons and accessories to help our clients customers stand out from the crowd! Many of our products are sourced from the Far East and we have a fascinating article about how we work with our supply partners; some of the challenges and cultural differences we face and how one of our category buyers, Alex spends a typical working day. I hope you enjoy reading InDetail and please do let us know what you think. Helen Cockerham Managing Director

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In the news
Latest news and views from Keenpac

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Feature : Whats colour?

How can you tell when a colour is right? We take a closer look at the issue of colour from a quality perspective.

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Case study : River Island

Keenpac has been working with River Island for over 25 years. Keenpacs Seamus OBrien provides his personal account.

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Under the microscope

The Savoys new Tea Shop packaging. How was it done?

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Feature : East meets west

Forming close relations with suppliers from the Far East has become an increasingly essential aspect of the buying process. But when youre 6500 miles apart and with many cultural differences, how can you maintain a smooth client/supplier relationship? Keenpacs Head of Purchasing gives her own personal take.

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In profile : Alex Mak

An insight into the work of one of Keenpacs buying team.

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In style
The coming years going to be all about the senses. We translate this fashion trend into packaging style. Editor Jo Davies 0116 289 0900 jo.davies@keenpac.co.uk News team Cara Jeffrey, Dean Callier, David Kerr, Verity Massey, Pete Nicholls, Seamus OBrien Subscribe To receive your own copy of our email bulletin, or find out more about Keenpac either: Call: 0116 289 0900 Email: info@keenpac.co.uk

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In the news
Keenpac nominated by Disney as 2010 Most Sustainable Vendor, Globally

Online security packaging

Keenpac has just launched a brand new mailing box, designed specifically for internet retailers as a means to reduce cost, increase security and ease the burden of complex fulfilment processes.
Over recent years, retailers have turned increasingly to the use of polythene mailing sacks in order to despatch internet orders theyre low cost and quick when it comes to fulfilment. And yet, when it comes to security and protection, polythene has some obvious drawbacks. This is where Safepac comes in. The box is flat-packed, and pops open with a single movement, so its ultra fast to assemble, and with its self-adhesive strip, quick to seal too. Although retailers can still use the box along with a polythene mailing sack, Safepac includes a unique anti-tamper system, which means customers can see clearly if their goods have been opened before they receive them, and have the ability to reseal and return the entire box if they wish to return their goods. One Keenpac client was able to trim its mailing and fulfilment processes down from 14 separate actions to just 2 and achieved significant savings both in the cost of producing the box, and in the fulfilment process itself! Theyre compelling benefits many retailers have been quick to grasp, and the box, which is already being trialled with a number of Keenpac clients, was launched in Jacques Vert in December. Keenpac has been nominated by Disney for the 2010 Most Sustainable Vendor, Global award at this years Annual Vendor Partner Meeting held during November, in New York City. Out of all of Disneys global suppliers, Keenpac was nominated as one of just three in the world to be selected in this category. The awards presentation is Disneys way of giving special recognition to its top suppliers. This year, around 200 suppliers were in attendance, including Keenpac. Keenpac was nominated for work on the Disney packaging range, which is both sustainable and environmentally friendly. The Award was presented to Jim Maddison of Keenpac by Jim Fielding, President of Disney Stores Worldwide, Teresa Tideman, Joint MD, Disney Store Europe, and of course Mickey and Minnie Mouse!!

One Keenpac client was able to trim its mailing and fulfilment processes down from 14 separate actions to just 2

Speedo team up with Keenpac to develop new Swimwear hanger

We are pleased to be launching a new hanger concept with Speedo. Getting the female shape just right proved to be a bit of a challenge but after a few nips & tucks we think the ladies swimwear looks excellent on its new hanger and were glad that Speedo does too!

For more news & views visit : www.keenpac.com

Top Gear...top day!

Keenpac took some of our customers out to the 2010 Top Gear MPH motor show at Earls Court on 5th November. We all met up at the vintage-chic Troubadoure cafe for breakfast ahead of an action packed day of motoring theatre. After passing through an exhibition featuring some of the latest and greatest supercars on the planet (think Ferrari, Koenigsegg, Lamborghini, Maserati and Aston Martin) the dynamic trio; Clarkson, Hammond and May introduced a thrilling show of racing complete with helicopter shooting and burning cars. An entertaining driving display by the Stig followed the revelation that he does in fact originate from a Stig farm where many Stigs are created! It was a great day out and we hope to do it again next year.

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Feature

Whats colour?
Colour is an important part of our everyday lives. Our heart sinks when we see a brown envelope on the doormat; children get overexcited when they see the golden arches of McDonalds and no matter how fast an F1 car goes around the track, we can always spot the Ferrari! So, we asked Keenpacs very own colour expert, QC Technician Steven Rogers for the low-down on colour.
Is colour really so important? People react strongly to visual stimuli, which is one reason why colour plays such a vital role in branding. For example, children react well to primary colours as their colour associations are still being formed. Look at Disney, their characters are always bold and strong in colour - you dont see many subtly coloured Princess dresses! Instead, characters such as Mickey Mouse, Donald Duck or even Buzz Lightyear are formed using a handful of core shades that are simple for the child to understand. What about colour and emotions? Its no accident that celebrities sit in a green room before appearing on TV. According to colour psychology we feel more relaxed when we sit in a room painted green; we perform better in gyms painted blue; and red is frequently used in fast food outlets as it increases our heart rate and ensures we eat quickly!

Everyone sees colours in a slightly different way

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Case study
River Island
A light bo ensure x allows Ste ve Rog the fin e is exactl y the sa hed article is rs to m Numb er as th e Pantone e clien t selec ted.

So, whats the best way to pick a colour? Its very subjective - one mans pink is another mans cerise. So, rather than rely on colour names we use Pantone References. Developed in America in the 1950s, the Pantone system uses 15 base pigments that are mixed in various ratios to create individual shades. Think of it as a recipe thats been created for most shades of colour. That recipe is then set in stone and allocated a Pantone Number (PMS) that is recognised around the world. So, the Pantone Number should look exactly the same every time its printed? Not every time. That should be the case, but there are a few other factors to consider. For example, colours look different in various light sources and when printed on different substrates; colours produced by an uncalibrated monitor or printer will vary from the final professionally printed article; and even the angle at which you hold something can alter the way your eye absorbs that specific shade of colour. Additional finishes such as OPP laminates or varnishes can also change the final colour. Does it matter which print method I pick? Absolutely! Different print methods, be it litho, flexo, pad or silk screen can result in different amounts of ink being laid down and absorbed. Even during a print run, colour can vary. A printer will usually disregard the first 20-40 prints as the rollers will not be fully coated or charged with ink. So the first edition is normally put in the bin! At the same time, ink is constantly assessed during a large print run to ensure its density does not alter, as this can result in a darker shade of the same colour being created. How does Keenpac ensure the colour is always consistent? We take this part of our role very seriously. Sampling is very important. By having a signed off sample, a consistent D65 standard light source for measurement, and the correct colours or proofs in front of us as well as the product specification, we can make our checks as accurate as possible, and help remove some of the subjectivity. We even have a controlled area where we store our samples, to eliminate the possibility of colours being affected by light and atmospheric conditions. Any final thoughts? Well, I would say have fun with colour. Retailers like Paul Smith and Selfridges use colour as part of their brand identity. Others like Apple have opted purely for white to deck out their retail stores. But one thing is for sure, whatever your colour, well do our utmost to ensure it stays the same every time! By Steven Rogers QC Technician

Keenpac has been working with River Island, one of Britains most successful, privately owned family companies for over 25 years. We have supplied the main range of generic polythene carriers since the inception of the original brand, when early carriers featured a montage of images, decoupage style. As the River Island brand image changed, so did the iconic bags.

In early 2000 River Island adopted a fresher look choosing to use four vibrant polythene colours within their three bag sizes. Realising that consumers were becoming increasingly aware of the consequences of packaging waste on the environment, they also decided to take the next step and reduce their carbon footprint. This was achieved by reducing the thickness of their polythene bags and including EPI an additive used to make the bags biodegradable. Since River Island are meticulous when introducing new products to store, the new bio-bags were trialled initially in three branches before being approved for full production and roll out. Since then, every consignment of polythene or paper arriving from the factory continues to be tested for colour consistency, print quality and most importantly strength. It is this level of quality and service that has built an ongoing partnership between Keenpac and River Island. Its always a pleasure to watch an initial discussion about a packaging design turn into a reality. Whether were working with a small brand, or a large multiple, attention to detail is vital for both Keenpac and the retailer. By Seamus OBrien Business Development Manager

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Product focus
Our pick of whats new and different.

Ted Baker
We love this fun Christmas design from Ted Baker. Need we say more?

Paul Smith
This years Paul Smith Christmas bags featured images of silver and gold foil. Simple but effective.

Bag for it...

This striking souvenir collection celebrates 175 years of Manchesters best loved department store Kendals. Depicting some of the areas most iconic landmarks, demand for the bags has been overwhelming!

Hackett
Hackett have chose to create some neat silver printed gift tags and red ribbons as a clever way to Christmas up their standard gift boxes.

From around the world

Victorinox is a name thats synonymous with the original Swiss Army Knife. From humble beginnings, the company has grown into a successful global business with flagship stores in London, New York, Paris and Japan. The Victorinox brand embodies timeless style, functionality and iconic design. As proud suppliers to Victorinox, Keenpac Switzerland has developed an impressive range of high end luxury watch boxes and bags, whose attention to detail and finish equal the finesse of the Victorinox brand.

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Under the microscope

Savoy
A packaging designers view of the Savoys new Tea Shop packaging

2. The boxes were designed to contain biscuits and tea, so incorporate a separate food-safe grease proof glassine sheet in black. 3. The box is die cut, glued and flat-folded. It is supplied flat in order to minimise the space needed for storage.

1. The floral patterning was created using an all over black foil against the dyed black kraft paper. The effect creates a slight deboss compared to spot uv which is raised.

4. The triangular lid is folded and sealed with tape.

5. The separate sleeve holds the box firmly together whilst providing an attractive outer wrapper.

www.keenpac.com

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Feature

East Meets West

Forming close relations with suppliers from the Far East has become an increasingly essential aspect of the procurement process. But when youre 6500 miles apart and with many cultural differences, how can you maintain a smooth client/supplier relationship? Keenpac Purchasing Manager Helen Nind shares her experiences.
Before joining Keenpac in 2008 I spent 4 years living in Hong Kong and China working as part of a small, dynamic, expatriate team for a well known cosmetics and beauty retailer. Sounds glamorous but to set the scene, I was operating in a multi-cultural environment, geographically distanced from the UK with a time difference of +8 hours GMT. That said, we were working in isolation with considerable operational autonomy and freedom to act. Our sourcing office was responsible for sourcing diverse merchandise totalling 4,000+ SKUs, from a supplier base spanning 320 factories in 15 countries, covering 8 million square miles throughout the Far East and Indian Subcontinent. Each supplier was unique in providing its own diversities coupled with a sometimes limited buying power which presented daily challenges. Added to which I was tasked with maximising staff retention in a volatile labour market and managing a team of local Hong Kong Chinese staff whose first language was not English. It was during this time that I learnt some fundamental lessons in managing Far East supplier relationships. The most simple of things such as exchanging business cards could put you on the back foot during your first meeting. The correct way to receive a business card is in both hands, studying it carefully before putting it away. Never put the business card you receive directly into your pocket or business card holder as this is considered rude. To present your business card to someone else, you do the same: two hands with the name facing the recipient. As a buyer visiting China, handling these cultural niceties can create additional pressure during your meeting, as you have to be conscious of actions or an approach youd ordinarily think little of. In Chinese business, the relationship is all. Suppliers want to meet with the highest level of management possible. They need to understand your buying structure; know who the decision-makers are and ensure they have direct access to them. There are few things more frustrating for them than spending time with a potential customer, only to find that the contact then has to go away and seek permission rather than make a decision there and then. In the Far East, there is no better way to develop a business relationship than through face-to-face meetings demonstrating that you are prepared to invest both time and money in travelling to visit. Regardless of what time of day it is, a supplier is likely to invite you to eat with them. Refusal, no matter how polite, can often offend, disrupting the harmony of the relationship. Here at Keenpac, we send our buyers out to the Far East, empowered as decision-makers, and briefed to gain a full understanding of the supplier, the individuals we liaise with, as well as the manufacturing processes.

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It is vital for anyone dealing with the Chinese to understand the concept of honour or face. Chinese businessmen and women dont cope well with losing face, so a direct challenge, an accusation, or a situation that makes an individual feel undermined or embarrassed, particularly in front of colleagues, could be taken as loss of face. On a practical level, we often find suppliers agreeing, even if they know something cant be achieved, rather than lose face - better to say yes than risk being seen as obstructive and hard to deal with. The challenge for us as buyers is in being able to identify when yes actually means no and adjust our approach accordingly. Long gone are the days of shouting down the phone or banging on desks!

In profile
Alex Mak - Buyer

Even without cultural differences, theres the barrier of time, and good communication has to be paramount. The UK and China are 8 hours apart, so interaction is restricted to just a few hours a day and most communication has to be done via e-mail challenging enough at times, even when you share a language! Its hard to add expression or personality as you would when face to face or on the telephone, so e-mail messages are open to misinterpretation. Just a small adjustment in instructions becomes a lengthy process as many suppliers will wish to double or even triple check that they are doing the right thing. Good from the point of thoroughness but frustrating when under time pressure. At the end of my stint in China, I returned to the UK and continued to manage supplier relationships from here. The difficulties in managing suppliers from so far away became increasingly apparent and over a period of just months, suppliers returned to being reactive rather than proactive in coming up with new ideas and products. At this point, I really started to understand the true value of local sourcing. Since joining Keenpac, my own experiences of living and working in China have been invaluable. We have chosen to maintain a sourcing office of our own based in Hong Kong, and therefore within reach of our Chinese suppliers. The office acts as the vital communication link, at all levels, between Keenpac and our Far East supplier base. From National Account Manager to Managing Director in the West and from factory worker to CEO in the East, the team has become essential in helping us establish and maintain strong relationships with our preferred supplier partners, overcoming language, cultural and communication issues, and ensuring our partners understand and can meet our expectations. By Helen Nind Purchasing Manager

Our team is responsible for costing up enquiries and liaising with our suppliers, so the day to day work of the department entails preparing specifications, sending out enquiries, compiling costing sheets, organising samples, and negotiating with suppliers on pricing and delivery schedules. We are involved at every stage of the procurement process, so we are a very busy department. Theres no such thing as a typical day.

I am always learning, and can always learn something from a new challenge. I suppose thats why I enjoy my job so much.
Since there is a time difference between ourselves and the Far East, most days for me will start with checking my e-mails to establish if any queries or issues are outstanding from our Far Eastern suppliers overnight, and acting on them. Ill then move onto Europe and UK. It's like "Around the World in 8 hours". Being able to speak English, Cantonese and Mandarin helps me a great deal in my job. Its not a necessity, but with our Chinese suppliers, it certainly helps save a lot of time. Explaining something in their mother tongue could only take five minutes but in a second language may take a lot longer. As senior buyer, its my job to manage and develop good supplier relationships. Trips to China are important and help me gain a high level of understanding of some of the manufacturing processes. This additional knowledge enables me to identify further cost-saving opportunities, especially in compiling cost drivers, price matrices and price negotiation on tenders. As a member of the purchasing team I face different challenges every day and it is these that make the job so interesting. I am always learning, and can always learn something from a new challenge. I suppose thats why I enjoy my job so much.

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In style
The coming year will be all about stimulating the senses adding an extra dimension through sensory experience....

Exploring form and structure through different textures with lace effects, crochet, cutwork, mesh, and laser die cutting.
In packaging, the lace look can be achieved through a number of different production techniques. A simple photographed image of real lace gives plenty of scope to match in with an existing lace design and can look stunning. For a more textured feel, laser die cutting will allow the finest of patterns to be cut from your chosen stock, or choose finely patterned spot UV to achieve a more subtle, barely there effect.
1/ This look was achieved through a fine laser die cut from a bronze pearlescent paper. 2/ The lace photography helps this simple kraft bag stand out from the crowd. 3/ This subtle floral finish was achieved through black foil blocking against a matt black.

...in fashion and art

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Creating illusions through holographic foils, two tone metallics, glassy, etched and reflective surfaces.
Todays foils go way beyond the traditional gold and silver of yesteryear and theyre enjoying something of a resurgence in design at the moment. The range of foils around are now virtually limitless, so with a little imagination, you can use them to create some outstanding effects. Or choose from the huge range of metallic, reflective, iridescent and pearlescent papers to mimic some of the coming seasons key fashion trends.
1/ The light catches the all-over embossing on this mirror paper. 2/ The shimmering blue effect on this bag was created by printing a blue gradient over the top of a pre-printed silver paper. 3/ The foil effect on the Paul Smith Christmas bags was achieved through a printed image, and some clever photoshop work. 4/ House of Fraser have chosen gold foil against high gloss black to produce this stunning Biba bag. 5/ Deep embossing on a metallic substrate helps to create a look of real steel. 6/ Holographic foils achieved this iridescent rainbow effect.

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The Packaging Year

Plan your packaging with this quick guide
Like most products that come from outside of the UK, volume packaging needs lots of advance planning, particularly around holiday periods like Christmas, Chinese New Year and European shut-downs when production schedules can become very busy. When planning your packaging, especially if its brand new, youll need to allow plenty of time for development, production and shipping. Advance planning will give just a little more certainty all round, and can minimise costs!

Year round event calendar

Event Date Artwork and Ideas at the ready!

Fathers Day Summer Sale Ramadan Autumn/Winter Campaign Halloween Diwali Thanksgiving Christmas Winter Sale Valentines Day Spring/Summer Campaign Mothers Day Easter

19th June June/July 31st July August/September 31 October 26 October 24 November 25 December December/January 14 February March 3rd April 24th April

December December/January January January/February April April March March April July August September September

The planning timings given above give a helpful guideline, but if you have any packaging needs coming up shortly, call us on 0116 289 0900 well be happy to advise.

Keenpac Centurion Way Meridian Business Park Leicester LE19 1WH

Tel: +44 (0)116 289 0900 Fax: +44 (0)116 289 3757 info@keenpac.co.uk

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