Sculptured beauty adds new brand packaging appeal

Dr Glenn Wood, COO of packaging technology providers, Fresnels Inc., says studies and a growing body of research reveal that shoppers struggle to home in on the product they will ultimately buy, and this is where the latest brand enhancement features can add real value – and sales

Fresnels Inc. was the first to offer circular fresnel lenses in hot and cold stamping foil to complement the more traditional approach using costly laminates.

Now, after the successful launch of its optically variable ‘Peacock’ foils, the sector innovator has brought to the market Cellini and Cellini PLUS digital sculpturing, the latest eye-catching nanotechnology imagery, which is ideal for use on retail and consumer packaging, particularly in the cosmetic/fragrance, healthcare and alcoholic beverage sectors. 

Glenn Wood says: “We see mechanically produced fresnel lens effects as fascinating additions to packaging, but the real value is digitally produced images that offer graphic designers so much more scope for creativity. We consider our Cellini to be akin to digital sculpturing, facilitating the creation of masterpieces for brand and packaging enhancement.

This is why we chose the name of Cellini, the celebrated jeweller and sculptor to the Medicis. Cellini was an artistic innovator and a contemporary of Michelangelo and Leonardo da Vinci, so it’s appropriate that Fresnels Inc. names its new generation of digital relief imagery after a Renaissance genius.”

Cellini has the appearance of molded metal completely devoid of colour. It engages the eye and the touch via its raised appearance, which renders the embossing of paper or carton unnecessary. It has been described by focus groups as bold, tactile and sophisticated. It’s even been described as masculine.

Similar to Cellini but with the controlled addition of colour, Cellini Plus sees the colour added to the achromatic in perfect registration with principal design, thus adding a high resistance to copying while softening the aesthetic appearance. Elegant, eye-catching, classy, feminine…focus groups have been fulsome in their description of the product.

Both technologies can strengthen packaging brand identity, while simultaneously offering improved resistance to the threat of piracy and counterfeiting: they can be applied by brand owners, printers and converters using standard foil application techniques.

While Fresnels Inc. can offer these customised images as laminates or stamping foils to converters or printers, it expects the main impetus to come from the brand owners themselves, who are forever searching for the holy grail of packaging design and graphics – innovation.

John Jones, President of Fresnels Inc., adds: “Our experience over the last couple of years is that while the packaging industry always says it is looking for new effects to show its brand owner customers, their is a certain reluctance to embrace change.

Early indications are that as international brands, particularly in the cosmetics and beverage markets, become aware of our products, they will increasingly specify them. The lure of recyclability and brighter printed whites are additional benefits as is the enhanced resistance to counterfeiting”.

The graphic 3D effects offered by Cellini are achromatic and feature the appearance of sculptured or cast metal. The Cellini PLUS option has additional coloured highlights, which can soften the visual effect.  Produced using digital technology with nanometer precision, the imagery is currently available in sizes up to 8” x 8” (20cm x 20cm). There are also plans to offer Cellini up to 1M x 1M as demand grows from the packaging and brand design sectors.

Hot stamping foil already manufactured using Cellini designs has been applied to folding carton material at speeds up to 120m/min, which makes it a highly attractive and cost-effective technique for delivering 3D tactile imagery to packaging without the use of expensive laminates. Packaging produced using the imagery is fully recyclable, enhancing its appeal as an environmentally friendly option for end-users.

Fresnels Inc. is privately funded and led by technology providers with 100 years of combined expertise in the commercialisation of optical microstructures. Its technology is supported by customer services, technological excellence and experience in relationship building in key markets. More at