Additionally, experienced technicians pushed their abilities to the max. MPS spent numerous hours in the Dallas, Texas, facility, re-engineering production lines and reorganizing to create a more efficient workflow. “Impressions can be formed into a pod to hold a liquid, granules or past and impregnated with barrier coatings,” said Kelly. Luckily, the Impressions™ packaging technology allows for design flexibility. With a more moldable substrate than the standard embossing, developing and maintaining a greater depth during Evolve’s manufacturing process proved to be challenge during production. “We’re currently developing uniquely shaped styles where previously plastics would have been the only packaging option,” Kelly stated. With the success of the Transformers: Age of Extinction packaging, the Evolve packaging had a lot to live up to. The concept for the Transformers’ franchise called for dramatically sculpted artwork in order to accentuate the engineering complexity of the Transformer’s Bots. Paramount wanted a package that pushed the boundaries of technology, simultaneously creating a lasting impression and appealing to its science fiction fan base. To achieve the best results, we work with customers to test the artwork to assess how to best combine graphics and embossing.”Īccording to Erin Willigan, vice president of global marketing for MPS, “As competition for the consumer’s attention intensifies across markets, packaging increasingly plays a central role.” As a result, MSP consistently strives to “help customers gain a competitive edge with materials, structures and decorative technologies that make lasting brand impressions.”Īppropriately named, Impressions™ packaging made its US debut when Paramount Studios approached MPS to create the Transformers: Age of Extinction packaging. Kelly went on to explain, “The final result depends in part on the contours and complexity of the artwork, with smooth shapes more conducive to deeper embossing. “In addition to more dramatic depth, we also can hold more detail than normally possible.” “With our Impressions technology, we’ve crated many distinctive new shapes that simply are not possible using conventional board, achieving depths in the range of eight to 10 times that of standard embossing,” said Kelly. The unique packaging technology allows designers to add deep embossing to graphics in order to create sculpted effects. In the end, Impressions™ brand packaging was selected. Led by Bob Kelly, MPS’ art director, the creative team presented several design options with a footprint theme. When it came to creating the packaging for Evolve, the latest video game from Take-Two Interactive Software, the creative team for Multi Packaging Solutions, New York, New York, knew it would need to push designs to the next level by turning the standard o-sleeve into a work of art. Just as the games themselves have become more complex and detailed, so have their packaging. The video game industry has evolved dramatically since iconic plumbers Mario and Luigi first battled their way through the sewers of New York. By Brittany Willes, PostPress Multi Packaging Solutions, New York, New York, pushed designs to the next level by turning the standard o-sleeve into a work of art on the packaging for Evolve, the latest video game from Take-Two Interactive Software.
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