Natural, attractive and an eye-catcher at the point of sale: printing on brown Wellpappe
Consumers are increasingly concerned about sustainability when buying consumer goods and food. At the same time, studies show that over 80% of purchasing decisions are based on colours. A dilemma? Not for us – with our attractively printed packaging on brown corrugated board, your products will be a crowd-puller while you protect the environment.
Consumer interest in sustainable consumption and ecological products continues unabated: according to a global study by Shopify, 62% of consumers surveyed are not cutting back on their spending on sustainable products and services.
Packaging thus conveys the brand promise. Particularly for products with a strong ecological connection, there is no alternative to environmentally friendly concepts. But you don't want to compromise on the advertising effectiveness of your packaging? Then packaging with a brown surface is the right choice for you: it has a warm and natural look, has a lasting effect in the truest sense of the word and can still be printed in such high quality that its contents are sure to attract attention at the point of sale. Using the latest printing technology, we achieve brilliant printing results in up to seven colours on brown cardboard using flexographic printing, which will impress your customers. We only use environmentally friendly, water-based colours. We can also use special colours as an option.
Ammerland dairy: reduced aesthetics - strong effect
The demand for printed packaging on brown cardboard is therefore growing dynamically, especially in the retail sector. Customers that we have been able to convince of this solution include the Ammerland dairy and the food manufacturer Hengstenberg:
Ammerland has been sourcing cardboard packaging from us since 2008, primarily for 25 kg blocks of butter, which are sent to the industry for further processing under the private label "Ammerländer", as well as packaging for milk. In 2018, the company added organic milk to its range and decided to use brown packaging for primary packaging based on sustainable raw materials. The concept was then expanded to include secondary packaging.
A packaging relaunch for the butter carton in 2021 was then the reason to switch to the brown variant. Ammerland opted for an effective aesthetic reduction: previously, the white carton was printed in blue all over; the brown carton contains a significantly smaller colour print, which is also reduced to the logo. However, five colours are now used instead of four: the white colour is used to underprint the logo so that the colours appear more brilliant.
The concept has gone down well: "The response has been consistently positive and we are planning to change other products accordingly," comments Nadja Claßen, Marketing Manager at Ammerland. "We now like this variant so much that we may even omit the white underprinting of the logo in future."
Careful changeover process produces top printing results
We have been a packaging partner to Hengstenberg for more than ten years; we supply the company with a wide variety of trays, corrugated cardboard blanks and wraparound cartons. The food manufacturer switched its packaging in the gherkin, cabbage and vinegar product areas from white to brown back in 2015, making it one of the absolute pioneers at the time. The aim was to give Hengstenberg products a natural, sustainable and even more positive image. The cartons with brown outer lids are printed in the company colours.
However, converting packaging from white to brown is a process that must be based on a consistent decision "in favour of sustainability" and requires a certain amount of preparation. This is because the printed image on the brown outer cover will have a different effect than on the white one. For Hengstenberg, we defined the corporate colours green and red according to Pantone and printed the print run in different stripes. Together with the customer, we decided on a reference colour, including one shade lighter and one shade darker, and used this to jointly define a spectrum. The spectrophotometers on our machine ensured that we could easily adhere to the standard once it had been defined. We also used white colour for the background and guarantee an optimum print result. Because even if print images cannot be transferred 1:1 from white to brown: The result will amaze you, because today there are many more options than before for designing packaging that is both natural and attractive in colour. "Klingele was very quick and uncomplicated to work with and implemented our requirements very well," summarises Katja Behringer, Press Officer at Hengstenberg. "We particularly appreciated the good advice during the process."
Would you also like to make your packaging more sustainable - and at the same time further strengthen your brand image at the point of sale? Then we are almost certain that you will make the same decision as Ammerland and Hengstenberg - just talk to us.
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