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Keenpac in Detail Issue 3

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In Detail is the retail packagers magazine. In this issue : 03 In the News Keenpac launches a new range for Mary Portas’ latest venture with House of Fraser 04 Feature : In the Lap of Luxury? How Keenpac has developed its reputation in the world of luxury packaging 08 Case Study : Back to Black A close look at how De Grisogono has risen to be one of the world authorities on diamond jewellery, and how Keenpac has supported them along the way 10 Feature : Keenpac Creative Eight great reasons why Keenpac’s creative design services can add extra value to your packaging projects 12 Product Focus Another tour of some of Keenpac’s latest projects 13 In Profile : David Kerr An interview with the man who holds the key to the samples 14 In Style : French Connection How French Connection has utilised its retail carriers as an extension of its compelling and often controversial advertising message
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  FranceKeenpac France4 Rue Maurice Ravel92594 Levallois Perret Cx FranceTel: +331 47 15 03 45Fax: +331 57 64 73 32info@keenpac.frItaly Keenpac Italia Srl Via Pellicceria 1050123 FirenzeItaliaTel: +39 0 55 28 20 15Fax: +39 0 55 29 33 67info@keenpac.itSwitzerlandKeenpac SwitzerlandCh. Valmont 216-2241260 NyonSwitzerlandTel: +41 (0)79 378 45 11m.lebet@keenpac.chUnited KingdomKeenpacCenturion Way Meridian Business Park LeicesterLE19 1WHUK Tel: +44 (0)116 289 0900Fax: +44 (0)116 289 3757info@keenpac.co.uk United StatesKeenpac North America Ltd25 Main StreetGoshenNT 10924USA Tel: +1845 291 8680Fax: +1845 291 8689info@keenpac.comUnited States - West Coast West Coast OfficeOrange CaliforniaUSA Tel: +1714 974 7775Fax: +1717 974 7776info@keenpac.comKeenpac AsiaKeenpac Asia LimitedUnit 3-4, 18/F, Tower 6China Hong Kong City 33 Canton RoadTsim Sha TsuiKowloonHong KongTel: +852 2620 5515Fax: +852 2620 5520info@keenpac.com  www.keenpac.com detail Keeping you up to date with all things packaging Keenpac Creative Eight great reasons whyKeenpac’s creative designservices can add extra valueto your packaging projects David Kerr  An interview with the manwho holds the key toKeenpac’s product samples In the lap of luxury  How Keenpac hasdeveloped its reputation inthe world of luxury packaging  In the lap of   Luxury.  Issue #3 www.keenpac.com Contents Creating Luxury  Hello and a very warm welcome to our luxurious3rd issue of In Detail. Well, we’re just at our busiestright now as we head into peak season, and there’sa real buzz around all of the Keenpac offices. Inspite of difficult trading conditions, we’re all very busy so we hope it’s going to be a great Christmas.  We’ve also been getting ready for Luxepack, Monaco which takes placeevery October, so naturally our colleagues in France, Switzerland and Italy are fully focused preparing for the show. Not surprisingly, we’ve decided tomake luxury our focus, and this is our most luxurious version yet.Historically, Keenpac has been closely aligned with the luxury market, so we thought it would be interesting to take a closer look at our heritage – where it all began, and what makes luxury packaging so different, and sospecialist. We’re also focusing this time around on our design team. Allpackaging, luxury or not, starts with the design, and Keenpac’s designteam works for the entire group, so they’re involved right at the beginningof the process, and see everything, sometimes more than a year before ithits the retailer. It’s an exciting department and one that’s developing allthe time.I hope you enjoy this edition. And don’t forget, we would like to have any feedback and comments. We’d love to hear from you. Helen Cockerham Managing Director, Keenpac UK  Editor Jo Davies0116 289 0900 jo.davies@keenpac.co.uk  News team Cara Jeffrey, Dean Callier, David Kerr, Verity Massey,Pete Nicholls, Seamus O’Brien Subscribe To receive your own copy of our email bulletin, or find out more aboutKeenpac either: Call: 0116 289 0900Email: info@keenpac.co.uk  Follow us on Twitter  at www.twitter.com/keenpac In the news Issue #3 03 www.keenpac.com 03 In the News Keenpac launches a new range for Mary Portas’ latest venture with House of Fraser 04 Feature :In the Lap of Luxury? How Keenpac has developed its reputation inthe world of luxury packaging 08 Case Study :Back to Black   A close look at how De Grisogono has risen tobe one of the world authorities on diamond jewellery, and how Keenpac has supportedthem along the way  10 Feature :Keenpac Creative Eight great reasons why Keenpac’s creativedesign services can add extra value to yourpackaging projects 12 Product Focus  Another tour of some of Keenpac’s latest projects 13 In Profile : David Kerr  An interview with the man who holds the key tothe samples 14 In Style :French Connection How French Connection has utilised its retailcarriers as an extension of its compelling andoften controversial advertising message Issue #3  For more news & views visit : www.keenpac.com  We couldn’t have beenprouder when we were askedby Mary Portas, infamous retailmarketing consultant and‘Queen of Shops’, to helpcreate a retail carrier for herbrand new shopping experience,launched in conjunction withHouse of Fraser in Oxford Streetduring August. The collection is aimed at style-conscious women over 40, and as you would expectfrom Mary Portas, everything, but everythingis focused on service. From the Portastrained personal shoppers, to the fittingrooms with adjustable lighting, to the ‘moanphone’, nothing has been left to chance.Given Mary’s infamous critical eye, weknew that the carrier bag had to besomething special. So following meetings with Mary herself, Keenpac came up witha range of hand finished Kraft bags thatreflected her brief ‘an honest product thatdidn’t feel too contrived’.Since the shop opened, sales of the rangehave so far exceeded expectations,andthankfully, so did the bags!!Staff at Keenpac raised over £250 when they took partin The World’s Biggest Coffee Morning on 30thSeptember, one of thousands taking part across theUK to help raise money for the Cancer charity. Theevent, which involved consuming copious amounts ofcoffee and cake (all kindly donated by keen,Keenpac cooks), was counted a huge success. SteveHunt, one of Keenpac’s National Account Managers,even won himself an extra day’s holiday in theKeenpac prize draw. Can’t wait for next year! Keenpac Brewsup for Macmillan Keenpac UK has been awardedthe contract to supply UK fashionbrand Zara with their luxury paperbags. Following a joint initiative with one of Keenpac’s Europeansupply partners, the award wasmade, to supply all 90 of Zara’sUK and Ireland stores. Zara Mary Portas House of Fraser Launch “ an honest product that didn’t feel too contrived”  Anna Maria Cammilli has launched a brandnew packaging range all produced by Keenpac Italia. The brief – to convey the brand’sexclusivity through sophisticated but simple packaging and to support the company’sadvertising strategy and in-store displays. The final results are elegant. A beautifulcollection of simplex card boxes and wooden jewellery boxes covered with a refined satinfinish, and all produced in the distinctive metallicbronze and champagne colourways that aresynonymous with the Anna Maria Cammillibrand. It has been exciting for Keenpac Italia to work with a young, creative team who trustKeenpac’s expertise to help in developing theirbrand image.  New Packaging Range for  Anna Maria Cammilli  0504 Feature Issue #3Issue #3 Keenpac has been serving the luxury market with its packaging for morethan 30 years. Over the the last three decades, we’ve worked with someof the world’ most exclusive and sought after brands. Names like Jimmy Choo, Chanel, Dior, Tiffany and Tom Ford. A walk down Keenpac’sfamed ‘sample aisle’ is the packaging equivalent of ‘who’s who’ in the world of high fashion, designer jewellery and luxury cosmetics. On thesurface it looks just like any other warehouse aisle, but look closer and you’ll find it’s wall to wall with designer brands, some reaching as farback as 1979 when Keenpac first began.So what makes luxury packaging so different, and how has Keenpacdeveloped its niche in this very specialist area? The definition of whatmakes a luxury brand is perplexing in itself and has challengedresearchers over the years to agree on a single definition. The OxfordEnglish dictionary defines luxury as an inessential, desirable item which isexpensive or difficult to obtain. Not surprising then, that the srcin of the word is from the Latin ‘Luxus’ which means excess.For most of us, luxury brands are the very pinnacle of their own class be itcars, clothing, jewellery, or food. They’re something we all aspire to - theembodiment of style and quality. So when it comes to designingpackaging for a luxury brand what’s different? Not that much really, saysPhil Katz, of Keenpac North America.“All brands, whether they are luxury or not, expect high quality inproduction. And in development and construction, we go through  A walk down Keenpac’s famed‘sample aisle’ is the packagingequivalent of ‘who’s who’ in theworld of high fashion, designer  jewellery and luxury cosmetics. Over the last three decades, Keenpac hasdeveloped a strong reputation withintheluxury market. Yet what makes luxury packaging so different, and how has Keenpac carved itself a niche in this veryspecial packaging arena?   www.keenpac.com www.keenpac.com  07 Issue #3 UK  Leicester, United Kingdom (Head Office)Established: 1979 Staff: 84 Managing Director: Helen CockerhamClient Portfolio Includes: Disney, Timberland, Paul Smith, Burberry, House ofFraser, Links of London, Selfridges, Jimmy Choo, Jaeger, French ConnectionTel: +44 (0)116 289 0900info@keenpac.co.uk  Italia Firenze, Italy Established: 1999 Staff: 15 Managing Director: Lucia SepedeClient Portfolio Includes: Guess, Furla, Tom Ford, MaxMara, MarinaRinaldi, Testoni, Anna Maria Cammilli, Armani, Versace, Kurt GeigerTel: +39 0 55 28 20 15info@keenpac.it France Paris, FranceEstablished: 1999 Staff: 7 General Manager: Frédéric BastiatClient Portfolio Includes: Cartier, CWF (Burberry, Chloe, Hugo Boss),Dior, Elizabeth Arden, Repetto, ShiseidoTel: +331 47 15 03 45info@keenpac.fr Switzerland Nyon, SwitzerlandEstablished: 2002 Staff: 3 General Manager: Frédéric BastiatClient Portfolio Includes: Blancpain, Corum, De Grisogono, Titoni, Victorinox, Wenger, Brietling, ZenithTel: +41 (0)79 378 45 11m.lebet@keenpac.ch North America Goshen, New York, USA Established: 1991 Staff: 15  Vice President: Lawrence Kelly Client Portfolio Includes:  Apple, Estee Lauder, Jack Spade, Kate Spade,Liz Claiborne, Sephora, Tiffany, White House Black Market, Ella MossTel: +1845 291 8680info@keenpac.com 06 Issue #3  Your localKeenpac office... Jewellery boxes for example, are notoriously specialist. And Keenpac’s experience has grown out of working with the very best watch and jewellery makers inSwitzerland – Blancpain, Corum, DeGrisogono, Titoni,Breitling and Cartier. The level of craftsmanship to befound in the choice of finish, the soft fabric interior andthe hand-stitching is exquisite, to complement thequality of the product inside. It’s a similar story withFrance, Italy and North America, where Keenpac’sstrength has grown within the markets it has served –high fashion, cosmetics and beauty.So whilst the process of design and development forluxury brands is arguably little different from developingfor non-luxury, it’s the attention to detail, the expertiseand the determination to create something real inproduction from an artist’s vision that really makes thedifference. And that’s the area where Keenpac overtime, has carved its own niche.  For most of us, luxurybrands are the very pinnacle of their ownclass be it cars, clothing, jewellery, or food. Keenpac’s global reach is a significant part of its appeal. As the company has grown it has established a firm foothold at the centre of European andNorth American luxury markets.exactly the same processes. The main differencefor luxury brands though is in the attention to detail. We are dealing with the very best, and their standardsare exacting. A company like Chanel will check 100% quality. The black must be black – exactly thesame depth in each and every product.”There’s more detail in the design too. With morebudget available for the packaging, designers canbe less constrained which means they’ll constantly push the boundaries to achieve a particular look orfinish. The design is everything, and every avenuemust be explored in order to make the designer’s vision a reality.Mr Katz makes a good point; “At Keenpac we’ll takethe time to work with our factories to achieve whatthe designer wants in production. You just wouldn’tget that level of attention from a small local supplier,or by going direct to a factory in China say. And we’ll be honest and say outright if something isn’tgoing to work. We’ve got years of experiencebehind us, so we’re far less likely to fumble the ball.”Keenpac’s place in the luxury market really took hold when the company was awarded the Bulgaricontract. After that the floodgates opened, and ahost of luxury brands followed, impressed by thecompany’s client portfolio and its credentials as aluxury packaging specialist.Keenpac’s global reach is also a significant part ofits appeal. As the company has grown, it hasestablished a firm foothold at the centre ofEuropean and North American luxury markets.Since the late 90s, the company has beenoperating bases in North America, Italy, Switzerland,France and the UK, and enjoys the benefits derivedfrom sharing knowledge and experience gainedfrom working in diverse markets.  www.keenpac.com www.keenpac.com
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