Package Design | packagedesignmag.com

(December 2007) posted on Fri Oct 23, 2009

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Président, number one Camembert brand of the Lactalis group, is launching new packaging in total contrast to market trends in the form of a miniature cheese cover. The new packaging features a dome and a base, both of which are protected by Sleevercap®, designed by Sleever International.

The brand's challenge was to radically modernize the product's presentation by forgoing the traditional Camembert box. The aim was to gain market share among sporadic consumers such as young urbanites following a triple-edged appraisal. Firstly, the old-fashioned image of the traditional box among this target in the final count adds very little added value; secondly, the box is incapable of resolving the odor issue in fridges; and lastly, it offers no protection in stores against the all too frequent hands-on custom of “pressing” the cheese to check its maturity.

The new packaging had to be both state-of-the-art and eye-catching. The solution features a dome whose top is closed by a controlled permeability film, making it possible for the cheese to mature while controlling odors and extend shelf life. Sleevercap® enhances this unusual packaging shape by providing protection capable of faithful 360-degree reproduction of the brand's graphic colors and codes.

This packaging also prevents consumers from feeling or squeezing the product in the store. Its opening system is comprised of a double micro-perforation with a half-moon tab. Two slight notches at the top of the perforation ensure easy opening once the product is ready for consumption.

To produce Sleevercap®, Sleever International opted for an SI-OPS-TF/060 film devised by Sleever Technologies with 7-color UV flexo printing. The third segment of this project called upon very high precision positioning and shrinking operations, as the wide diameter/low height conundrum can be difficult to manage at high speeds of up to 120 products per minute. This constraint was overcome by the latest generation of Powersleeve Evolution 4 multiple servomotor technology equipment designed by Sleever Machines. Combined with an infrared/hot air Powerskinner, it guarantees sufficiently slow shrinkage to ensure the film's perfect fit.