Historically, many packaging buyers have considered bespoke cardboard engineering to be the preserve of those with "big brand" budgets. However, as focus turns increasingly to ROI, adding value and product differentiation, attitudes are beginning to change. Your print pound needs to pay, and the last thing you want is to get left on the shelf. Investing in bespoke cardboard engineering can be one of the most effective ways to help you stand out from the usual generic crowd.

We take a look at the role that getting creative with card can play in luxury brand development.

We all know that building a quality brand isn’t as simple as slapping a big price tag on your product on it and using words like “luxury” in the title. If only it were that easy! Whether you’re aiming for a look of high-end luxury or handcrafted quality, deluxe by name needs to be deluxe by nature. Research is clear on the influence that high-quality packaging has on customers, helping goods stand out from the mass produced crowd.

When you weigh up the benefits, it becomes clear that cardboard engineering isn’t about added cost – it’s about added value. It’s therefore something of a surprise that out of all the tools in your brand’s box – graphic design, print finishes etc – that cardboard engineering is often the least utilised of them all. After all, consider how your customers interact with your product. Before compelling graphic design is able to draw their eye and create a need for them to engage with your product, your customers first recognise different shapes and forms.

Done well, cardboard engineering can break up the mass generic shelf loads of similar products and create interest at every angle, immediately adding value. It’s something that can play a pivotal role in defining your brand, along with brand-appropriate print finishes and “touch me” textures.

As Duncan Oswald, our Creative Project Manager, says:
“Make the most of your printer’s expertise and get your cardboard engineer involved as early as possible in your projects. You may discount a concept because experience tells you it isn’t possible or will be too expensive. However, we can often bring alternative solutions to the table that can preserve or develop your original idea but also meet budget requirements. So before giving up on an idea, speak to us – we can help you find feasible solutions. ”