TRAY packaging for promoting design companies' activities is now a fast growing business for Stora Enso consumer boards.
The new Trayforma board range is gaining popularity especially amongst European design groups including leading Finnish fashion house, Marimekko.
The fashion company has introduced innovative packaging solutions for its classic shirt range.
Realising the potential of tray packaging in non-food applications, Stora Enso has actively marketed its new range to design companies and agencies.
A part of this strategy is the Trayforma International Design Awards contest, which runs throughout 2002. The goal is to encourage innovation in packaging design.
"It's been noted in the markets that tray packaging is applicable in practically any number of uses, from fashion garments and personal hygiene products to home electronics and toys,” says Stora Enso vice president Yrjo Aho.
“In non-food tray applications, there is usually no need for polymer coatings, which makes the package surface more natural.
“We have already attracted many new customers in the design world, where tray packaging has been used to enhance the presentation of products in stores."
Marimekko, a major Finnish fashion house, has developed an innovative packaging solution for its classic shirt range together with Stora Enso.
It is based on Trayforma FTP board which has been created for non-food applications.
As a pure SBS (solid bleached sulphate) board it is a stable material with good formability, production, converting and printing characteristics.
The focus was to strengthen the quality image of the corporate brand and the individual products, to improve in-store visibility, and to increase consumer convenience.
According to Marimekko added value came in terms of easy filling, simple logistics, and overall cost-effectiveness.
"People like to give gifts that have been beautifully wrapped. This type of product display functions as an effective way of providing product information and makes better brand differentiation possible," Marimekko president Kirsti Paakkanen said.
The company launched a range of striped shirts in the new packaging at its main fashion show in Helsinki in June.