Festive Maldon Salt packs will be exclusively decorating the shelves of Tesco this Christmas. The eye catching limited edition boxes from leading print and packaging company, Qualvis, will be giving consumers an extra reason to put the UK’s most premium condiment into their shopping baskets this year.
In creating the packaging, Qualvis used an innovative scored system on the main top panel to maximise structural robustness and be visually more appealing. The solution enables quick easy access to the product and keeps the reseal design structure complete, being able to withstand multiple reseals and maintain pack integrity thereby ensuring brand value throughout the entire life of the pack.
The solution complements the full wrap graphics, particularly on the lid of the pack itself, by keeping the full cuts on the board to a minimum, giving a clean appearance that mirrors the design. Furthermore this improved the wastage issue in the supply chain, reducing damaged pack rejections in transport and also damage on shelf due to the improvement in structural design.
Steve Osborne, managing director of Maldon Salt Company, said: ‘The design and concept perfectly demonstrates that Maldon Salt remains at the heart of cooking and special foodie occasions, thus being Christmas.
‘Following our first order in 1998, this year marked our 20 year partnership of trading with Qualvis. We have ran numerous bespoke limited edition projects with Qualvis over the years, in which the quality is always of a high standard each and every time.’
The design, by Fly brand and design consultancy, is a gift wrap style hand drawn illustration, which at first glance depicts a festive pattern, evocative of a decorated Christmas tree or wreath. However, on closer inspection it becomes clear that the elements of the gift wrap artwork are not branches of a fir tree or shiny baubles, but specific ingredients taken from a delicious, bespoke, festive salt recipe, which is communicated in detail on the back of the box.
Commenting on the design, Darren Foley, managing director of Fly, said: ‘The final design solution is not only befitting of a brand of Maldon Sea Salt’s stature and history, but it’s also a fabulous example of how design can be used to help revive a time honoured tradition, at a time when craft, heritage and provenance are becoming increasingly important in people’s day to day lives.’