The design of the Brockmans Gin Gift Tube has won Gold in the Starpack Packaging Industry Innovation Awards for 2017, announced in February 2018 at a glittering awards ceremony.
Designed and produced by Smurfit Kappa Composites , the package is designed to hold a gin bottle and reflects the elegant and tactile nature of the bottle itself. Brockmans Gin is the fastest growing super-premium gin in the UK.
The elegant and distinctive gift tube was conceived to perfectly complement the positioning of the brand.
One of the Judges congratulates, from second left to right, Peter Thorpe, Bob Fowkes and Andy Hill
Peter Thorpe, Sales Manager of Cumbrian-based Smurfit Kappa Composites, explains: "All the key brand elements from the bottle are replicated on the tube by using cutting edge print technology. This results in a level of tactility never seen before on a carton board tube. Brockmans is a super-premium gin and they required a gift tube to support their high end position in the market. Several strong brand elements appear on the bottle that the brand owner wished to replicate on the secondary packaging. Initially we tried to achieve the desired outcome using the traditional die tool emboss method. After several trials and extensive work with toolmakers we decided to employ the innovative Scodix print enhancement technology. The result was that the brand elements from the bottle have now been beautifully replicated on the tube".
The process enabled key elements to shine through: a clear brand message across the packaging that reflects the market positioning of Brockmans Gin. The hash area is clear and distinctive and the Brockmans ‘B' cartouche carefully and subtly picked out. The silver foil areas are bright and sharp, perfectly matching the bottle label. The masterstroke was to print the background with a matt finish which makes the high gloss decorative features standout all the more. The inside of the tube has been printed with the same silver that appears on the bottle and exterior of the tube. The interior print has been sealed with an anti-scuff varnish to ensure the pack stays in perfect condition.
Peter Thorpe and client, co-Founder and Marketing Director of Brockmans Gin, Bob Fowkes, were present at the Awards ceremony.
Peter Thorpe said: "We at Smurfit Kappa Composites are very proud of this achievement. This has been a collaborative project starting with the superb brand design from Andy Hill of Andy Hill Associates. It has taken a great deal of hard work and dedication to achieve this end product which we truly believe enhances the elegant brand image of Brockmans Gin. The method chosen allowed us to produce an embossed appearance which truly matches the bottle. We are delighted that the judges commented on our "superb use of Scodix technology" to represent emboss detail. We are very proud and delighted for our client too."
Bob Fowkes said: "Everything we do is of the highest quality and we are delighted with the work that Smurfit Kappa achieved. As the judges said, it is ‘superb'. We thank Peter and the team. They richly deserve this recognition".