In an internet-driven world, the need for printed material isn’t always clear. Sometimes a PDF will do. But sometimes you need that “thunk” factor…the credibility that an actual brochure creates when it lands on your customer’s desk. A physical piece has a different emotional impact than a digital one. And Be Green Packaging wanted a piece that set them apart.
They also needed the flexibility of a set of inserts that could be customized for a specific prospect or project. That required a pocket in the back to hold them all, and that meant die-cutting and gluing. So, for the graphic elements on the cover, we decided to use blind-embossing and foil stamping — all similar processes that could be done by the same vendor. And all this meant that the quantity had to be large enough to amortize the cost of dies and set-up.
But here’s the problem. Be Green just doesn’t need thousands of brochures. For them, a digitally-printed solution makes sense. They can run 50 or 100 at once, keep them up to date, and only print what they can use (which is environmentally sound, too).
The solution? Give them the best of both worlds. Produce a larger supply of covers with pockets. Then print and bind the body of the brochure as needed, in small quantities. The result is a piece that makes a wonderful impression, but is flexible and cost-effective, and can be brought up to date easily and inexpensively.
When clients of ours are recognized for making a difference in the world, it’s a real pleasure to share the news. On Thursday, Be Green Packaging hosted South Carolina Governor Nikki Haley at their new manufacturing facility in Ridgeland, South Carolina. The plant creates 175 new jobs in Jasper County (which, like most places in the U.S., can definitely use them). And it shows once again how green technology is leading the way in getting the country back to work.
Be Green makes sustainable packaging from easily renewable plant materials. Originally sold to food packagers like Whole Foods, this year they expanded their business to mass-market consumer packaging. Their new Gillette Fusion ProGlide trays garnered a Diamond Award at the 23rd Annual DuPont Awards for Packaging Innovation.
As regular freePress readers know, FreeAssociates designed Be Green’s new website which their CEO told me recently “positions us perfectly….the Web site helped carry the day.”
Great companies strive to change the world in some way. They stand for something, and they let their customers know what that is. We believe creative communication supports that goal, and we do everything we can to differentiate Qelpour clients, help them find their authentic voice, put forward their strengths, and inspire their customers to connect with them.
So when our clients shine the way Be Green does…well, it’s a wonderful feeling to let you all know about it.
Be Green is an innovative manufacturer of tree-free, compostable packaging. If you’re a CSO (Chief Sustainability Officer) that statement will perk you right up, because you’re charged with finding new solutions to reduce the amount of gunk your company puts into our atmosphere, our water and our landfills. And you’re one of the target audiences for the new site.
When Be Green began just a few years ago, they had a down-home visual style. Birkenstock ads would have felt right at home on their website. But as they grew, they found themselves competing in a corporate world against giant packaging producers for huge consumer product accounts. They needed to look as professional, competent and state-of-art as, in fact, they are. It was actually a natural (pardon me) stage of their development: they had outgrown their old positioning.
Our job was to reimagine their brand without losing continuity. We developed a campaign based around the idea that “sometimes the best packaging ideas are right in front of us.” Then we created a fresh new grid-based style that says “we’re pros” without losing the genuine concern, the humanity and the tactile qualities that characterize their operation.
The site still has a few missing bits and pieces that will be filled in as Ron and Robert, the incredibly busy partners (and their staff), have a little more time to focus on this kind of stuff and add to it. But they’re out changing the world, working with monster brands like Gillette, and opening a brand new plant in South Carolina, so their attention is on lots and lots of exciting developments beside their website. And that’s great news, too.
Take a look. We hope you enjoy learning a little about sustainable packaging. We sure did!