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CASE STUDY: Royal Tokaji luxury gift box

Hungarian premium wine brand Royal Tokaji has created a luxury gift box using MirriNor, a metallised microflute board, to create high shelf impact at retail

Royal Tokaji was founded in Hungary in 1990. The Tokaji wine region has, for many centuries, produced great sweet wines and Royal Tokaji is the acknowledged leader in the renaissance of this legendary Hungarian wine. Sold through various wine merchants and prestigious restaurants across the world Royal Tokaji has gained hundreds of international awards for quality.

Tokaji wine has a rich history and was the first region in Europe to be classified.

At the end of the 17th century, Tokaji aszú wines were enjoyed throughout the Royal Courts of Europe. Royal Tokaji has, from the outset, devoted itself to reviving these great wines and to bringing them back to the world’s finest tables.

To enable and support sales through travel retail and enhance its shelf presence in selected outlets globally Royal Tokaji has created a gift box designed to package its Blue Label (Europe/Asia) and Red Label (US). Despite already being a best seller it was a strong belief by Royal Tokaji that a gift box was required to create high shelf impact at retail, which forms part of the global sales plan for this premium product.

The design brief was to create a box that communicated the wine’s brand DNA and values while driving retail sales on a global scale. The box needed to retain a classic look with a luxurious finish, yet impart a modern exciting visual to attract new followers to the brand.

Charlie Mount, marketing director at Royal Tokaji, comments: “We chose MirriNor Rainbow as the design of the box has a modern feel, coupled with what looks like a traditional foil, thus communicating our values of combining modern technology with traditional techniques, we are confident that the box design will lift retail sales.”

The box design was project managed by Charlie himself and his concept of classical values with a modern twist was brought to fruition graphically by the Color-Logic brand services division.  Richard Ainge, chief technology officer UK at Color-Logic used the Process Metallic Color System to create the design.

Charlie says: “The effect on the box was all created using inline printing processes and Color-logic software on MirriNor Rainbow, alleviating the need for further processing to produce the premium result; this dramatically reduced production time as well as resulting in unit cost savings per box”.

The box was created using MirriNor Rainbow which has a holographic effect. This in turn was printed with artwork produced using Color-Logic software, applying a layer of translucent white to soften the holographic effect. Areas of text were released out of the material along with various borders in the design. These were highlighted inline using a reticulation varnish. The printing was provided by one of Color-logic’s UK license holders, Oriel Printing based in Hull, leaders in innovative UV Lithographic printing.

MirriNor is a ground breaking, metallised microflute board, specifically designed as part of a joint venture between Norboard, the specialty corrugated board division of Smurfit Kappa Group and Celloglas Mirri, a leading worldwide brand in metallic laminated board and paper.

This combination creates a highly innovative, premium metallic microflute material that offers a high quality finish with great printability, strong environmental credentials and the revolutionary characteristics of Norboard’s T-Flute corrugated board. T flute is the world’s first truly curvable microflute which is also perfect for traditional packaging designs. It is extremely strong yet lightweight making it the perfect partner for protection with sustainability.

Richard Gillgrass, MD Celloglas Mirri comments: “By combining MirriNor, inline reticulation varnish and Color-logic techniques Royal Tokaji were able to produce a colour managed design that can be quickly reproduced to the same exact specification with a quick turnaround, while offering superior box strength to protect the bottle and a luxury feel.

Richard Revell, technical sales manager of Smurfit Kappa Norboard added “MirriNor is the perfect choice for delivering premium brand impact with protection and sustainability guaranteed, all in a time frame traditionally unachievable. This in the modern retail arena makes a real difference where it counts – shelf presence and product sales!”


8 July 2014 - Felicity Murray The Drinks Report, editor