FOR the first time in its 179-year history, papermaker James Cropper has teamed up with two external brands – Foilco and Dreyer Kliche – to ‘dispel the myths’ around sustainable packaging.
The campaign coined ‘Sometimes it is Black and White’ launches this week at Packaging Premiere in Milan, and aims to inspire brands to embrace sustainable practices, redefine industry standards, and lead the way towards a more environmentally conscious future.
James Cropper’s partnership with the two specialists in the realm of stamping foils and embossing tools respectively, is said to mark the first collaboration of its kind in the packaging space that addresses the misconceptions around sustainable packaging in luxury markets.
Through a series of ‘myth-busting’ designs, the trio illustrate the possibilities that luxury brands can achieve in pursuit of sustainable solutions, that ensures ‘no compromise on quality’.
The designs are said to test the limits of paper and foils with multi-layering and embossed patterns. Each illustration included in the campaign is a debunking myth statement piece, which includes, assumptions such as paper just comes from trees – the reality is paper can be made from other sources, even coffee cups, office waste or recovered denim.
Another misunderstanding included in the campaign is around recyclable foil. Cold and hot foils can be repulpable meaning they can be recycled again and again.
The collaboration brings together James Cropper’s papermaking skills, Foilco’s range of stamping foil shades and finishes, and Dreyer Kliche’s hot foil stamping dies and embossing tools.
Kate Gilpin, product manager, luxury packaging at James Cropper, said, “By joining forces with other innovators in the supply chain we are able to break the myths surrounding recycled materials within luxury packaging. We have created sustainable packaging that has never compromised on quality across a number of sectors including wine, spirits, fashion and beauty.
“The truth is environmentally friendly packaging can co-exist in any luxury market. It Is possible to have full recyclability, beautiful aesthetics with environmental responsibility – brands just don’t realise what can be achieved which is why a campaign and collaboration like this, is so crucial.”
Carsten Haerup Christensen, CEO at Dreyer Kliche, added, “It has been a delight to be involved with this industry collaboration alongside James Cropper and Foilco. The Rydal project has enabled us to each convey our company messages of sustainability and luxury packaging expertise in a powerful and creative way.”
Matt Hornby, CCO at Foilco, commented, “We are thrilled to be working with James Cropper on this project. It has enabled Foilco to showcase not only a selection of its stamping foils onto Rydal papers, but also to be part of an education campaign showing creative designers and luxury brands the value of working with leading industry producers who understand the importance of sustainability without creative compromise.”
