MM Packaging partners to drive sensory packaging innovation

MM Packaging has joined forces with key industry players to redefine the Syoss brand experience for its customers and drive innovation in sensory packaging.

Together with Henkel, Kurz and baries design GmbH, alongside expertise from MM Packaging, the newly redesigned Syoss Oleo Intense hair colour pack demonstrates how tactile effects, shimmering finishes, and precise craftsmanship can transform a simple carton into a memorable brand moment.

‘With this new Syoss Oleo Intense packaging, we wanted to make the oil based formula visible and tangible for consumers,’ commented Silvia Quattrini, senior brand innovation manager, at Syoss Color and Masterbrand, Henkel Consumer Brands.

‘The idea was to translate the product benefit directly into the packaging design through light, texture and movement for a haptic experience for the consumers,’ added Joana-Maria Bauchwitz, CEO, visionary strategist – baries design.

The redesign began with a powerful vision: a single drop of oil. A symbol of purity and nourishment, the conceptual design element evolved into a tactile storytelling device, enabling consumers to feel the oil’s beauty and presence through light, texture and dimensional effects.

Initially brought to life from the Düsseldorf based creative packaging-design team at baries design, the concept needed an extraordinary 3D effect to deliver on such a brave and bold vision.

The Trustseal SFX solution from Kurz was selected to both meet the technical requirements of the design and deliver at scale for large commercial packaging runs, all without compromising on quality or efficiency. The result of this cutting edge finishing technology created depth across the pack’s surface, mimicking the fluid and luminous quality of the cosmetic oil.

Michael Brocher, global business development and innovation manager, at Leonhard Kurz Stiftung & Co KG, said: ‘Trustseal SFX – gives visible added value. It stands for breathtaking 3D effects, based on the refraction of light, applied by hot stamping as a registered single image design. This uniqueness sharpens brand identity and strengthens the brand’s long term market positioning. Trustseal SFX makes the packaging a real eye catcher at the point of sale.’

The project’s exceptional technical execution was led by MM Packaging and was completed within a short eight week lead time. Both speed and precision was required to apply two hot stamping applications, cutting, creasing and gluing processes to deliver a responsibly sourced cartonboard pack that exemplified manufacturing excellence. 

‘Delivering such a complex design within an eight week lead time required close coordination across all partners and very precise production planning,’ commented Alexandra Alagic, European key account manager, MM Packaging. ‘The combination of two hot stamping applications, precise printing and flawless cutting and creasing was essential to achieving the final visual and tactile effect.’

Silvia Quattrini concluded that the key to this innovation was in the cross-industry collaboration, which helped to redefine what hair colour packaging can achieve: ‘Projects like this show that true innovation happens through collaboration. By combining our brand vision with the design of baries, and the technical expertise of Kurz and MM Packaging, we were able to turn a creative concept into a powerful retail experience.’