In
Creativity
We
Trust
Cardboard, paper, corrugated board, textiles, leather, metal, acrylic... In our industry, we have access to an incredible variety of materials that, with a little creativity, can be turned into both functional and sophisticated packaging, books and products. We created one for our participation in the Brand Management Conference in Prague in October 2024. With this, we are launching the first part of our new 'Material Spotlight' section. We want to start with something remarkable!
The conference theme was 'Married to Creativity', and it was not just an empty slogan! The programme itself was impressive and featured distinguished speakers, including none other than Sir John Hegarty, the iconic advertising man and founder of the Bartle Bogle Hegarty agency. The conference attracted a mix of participants from advertising agencies, marketing and PR. At Hässlers CZ, we are proud to have been a partner and to showcase our work to the people behind the creative processes of many small and large companies.
For the attendees, we therefore created an exclusive giveaway kit designed to highlight the limitless possibilities of our output in a compact format. We used a paraphrase based on the conference theme for the title: "In Creativity We Trust". We deliberately chose very unconventional materials and classical techniques and mixed them in a way that may have seemed almost challenging. But the feedback was outstanding - thank you!
Our packaging, full of contrasts, had a visibly simple design. It wasn't covered with an exclusive material - instead, it was made from coloured-through black cardboard, Eska Black for a subtle effect, and corner stapled with silver thread. The deliberately simple and classic old-school technique contrasted with the striking holographic foil embossing and immediately aroused curiosity about the contents. Lifting the lid revealed an Art Dreep transparent snow-themed paper from Japan, with black screen printing, sealed with a round label. The hint of something special and soft under the transparent paper then attracted attention further.
But even when you looked closer, you couldn't be sure of the contents of the box. One of the conference participants guessed that there was a metal ornament inside. Not quite! It was an elegant little notebook covered in a bold material from Italian Giardini. The unique material gave the book a mirror-like shine, so at first glance you wouldn't think it had anything to do with bookbinding. We used a material commonly used for shoemaking as a soft cover for laptops. The outside of the cover was adorned with a minimalist blind embossing, while the 'velvety' inside of the cover begged to be touched. Admittedly, the outside is rather impractical as every fingerprint is visible on it, but that was not the point. Each product serves a different purpose. We wanted to evoke emotions, create curiosity and leave a lasting impression - and we certainly succeeded.
The book was placed in an interior made of white corrugated cardboard from Lessebo, lined with textured cardboard. There was also our business card, printed on our favourite material - Kuro Kihoushi 330g board from Japanese Takeo. The deep black paper stands out from all the others in the world thanks to its subtle, almost imperceptible sheen. We combined it with a crisp white foiling and a relief embossing of our logo, placed just 0.5 mm from the edge! "We do love working on the edge!"
"It's beautiful, I want one too!" We were delighted with the positive response to our giveaway set. But it's not just about the bold combination of techniques and materials. It's always about the idea, about pushing the boundaries and about boundless creativity that serves the purpose and goals of each product and brand. Our ambition was to arouse interest, create anticipation and surprise. Success lay in our creative approach to production, reflected in the design, choice of materials and craftsmanship. Creative energy is an integral part of our manufacturing process. This means that we never settle for standard, but always seek new materials, techniques and innovative applications of proven technologies. Every customer deserves that 'wow' factor!
