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Designed for brand identity and recall!

Leaf Design is a branding and design consultancy firm that collaborates with entrepreneurial minds and businesses to help create integrated brand experiences, driven by radical insights and coherent strategies. Here’s a case study by Leaf Design on brand identity & communication, brand environment and brand packaging for their client Adret Retail Pvt Ltd. Client: Adret Retail Pvt Ltd
Sector: Healthcare
Product: Kapiva Ayurveda

Ayurveda is the holistic science of health, focused on maintaining a physically and emotionally balanced state. Kapiva is a fresh retail concept where the health and wellness of people is enabled by best Ayurvedic doctors, finest medicines and natural healthcare products. Envisaged through the idea of unique treatment for individuals, according to their body type, the nationwide chain of Ayurveda clinics aims to provide highest quality of product and service.

Kapiva is all about knowing, achieving and maintaining that harmony of good health. Our objective was to transform the way people perceive Ayurveda –– present it in a contemporary and purest form so as to be accepted as general practice.

We sought to build and develop a graphic identity with consumer education and awareness at its core to dispel myths and build assurance. The overall identity created a trustworthy, clear and straightforward look that spelt wellness and harmony.

Leaf Design is a branding and design consultancy firm that collaborates with entrepreneurial minds and businesses to help create integrated brand experiences, driven by radical insights and coherent strategies. Here’s a case study by Leaf Design on brand identity & communication, brand environment and brand packaging for their client Adret Retail Pvt Ltd.

Approach & Naming

We named the brand so as to represent the ideal tri-dosha balance of Kapha-Pitta-Vata, which is the basic core of Ayurveda for harmony of health.

Taking an elementary approach for the visual, we blended custom sans serif typography with basic geometry, where the circles became metaphor for the equilibrium of three doshas and the leaf in the centre represented purity.

Pure Ayurveda

The power of Ayurveda at its purest can heal people naturally. Kapiva does this by combining the best doctors, best medicines and broadest and most relevant range of natural healthcare products. Thus, the simple, striking and clear brand tagline of “Pure Ayurveda” spelt out the promise of healing with ayurveda at heart.

Ecologically Friendly

For a brand built on an ethos of maintaining a balance within our bodies as a foundation of good health, caring and sensitivity towards the environment comes as a natural progression. All the print and promotional material uses natural colours and 100% recycled paper. It upheld and enhanced the pride of the person carrying the bag, as a bold statement of their solidarity with an eco-friendly world.

Retail Environment

In its quest for equilibrium, the clinic was built to inspire an elevated state of good health. With its soothing hues and informative yet personalised messages, the space re-assured consumers. This in turn made them comfortable, taking them closer to experience wellness.

We kept the visual language simple and natural. Taking inspiration from nature itself, using elements of herbs and leaves to illustrate compositions on to brown background. We aimed to bring about a sense of balance within the space itself, emulating the true harmony of body mind and soul that is Kapiva.

Signages

The doctor boards did not stop at mentioning the doctor’s name, qualifications and timings etc. They served as powerful brand extensions, emphasising the significance of the proposition at key touchpoints.

Brand Communication

The brand communication was kept powerful and memorable, and was mainly translated into simple posters in subtle and natural hues. The messaging was clear, easy-to-understand and reflected the simplicity of the brand at all times.

Packaging System

The comprehensive product range was split into classical (prescribed medication) and OTC products (over the counter). This allowed a visual system that was both different for two categories, yet emerged from the same family. To be in step with that division, we crafted a diverse yet unified language that could be applied across a large range of products.

Designing packaging for a healthcare brand always needs to inspire trust in the consumer that the product will meet their specific needs. To stay true to that requirement, we designed an informative system that allowed one to identify the nature of the products in 3 simple steps: key description, composition, benefits. This information architecture enabled a clear pattern across all products.

OTC Products: Over the counter products are typically known to be impulse-buys. Hence, we used a bold vertical colour block to make Kapiva products more appealing, identifiable and easily distinguishable from the Classical range as also on the shelf.

Classical Products: Ayurveda packaging typically reserves labels for name and ingredients as the traditional practice. Packaging for the Classical Range brought to life, the values of the apothecary look and feel. Blocking information as labels was supported with crisp typography and a vibrant colour system, allowing consumers to hone in on what they need. Ink illustrations of ingredients in the background brought alive the natural aspect of the products.

Kapiva Juices: Known for specialising in healthy living and natural food, it was vital for the packaging of Kapiva Juices to show the natural ingredients of its products in all its glory. Vibrant water color illustrations were used on the package front instead of pictures. The identity of solid color blocks was extended from the classical products to connote a clear communication between ingredients and the function of juice, making the messaging extremely clear to the user.

Packaging Design

The Kapiva packaging was a predictive extension of the traditional practice of packaging in Ayurveda that reserves labels for the name and ingredients. Bringing alive the apothecary look and feel, we used blocking information as labels and supported them with crisp typography and a vibrant color system. This clear segmentation allowed consumers to hone in on what they need at all times. Ink illustrations of ingredients formed an informative background to convey the pure and natural quality of the products.

Kapiva was built with a mission to transform the way people perceived Ayurveda. It sought to re-establish how Ayurveda is all about knowing, achieving and maintaining that harmony of good health, so that it can be accepted by masses as a general practice. Kapiva has built its products on the ethos that good health is a balance between nature and the human body – and thus its products are created through the union of both elements.

The packaging had a specific objective to infuse a vibrant, relatable and contemporary look. We built the system on five key premises: Users, Functionality, Aesthetics, Technology & Nature.

The packaging segmented a massive range of products by bringing it into a predictable system of colouring and patterns. While the hues stood out on the shelf, bold ink illustrations served as gentle reminders of the products being natural at heart.

The illustrations represented each product’s active substance and generated the consistent balance between technology and nature. The fonts along with the numerical identification system complemented the natural personality established by the brand’s name and logotype. Combined with clean layouts, the packaging reinforced the pure, practical and scientific character that permeated the brand.

Meet V Vaidyalingam, director, Suba Solutions Pvt Ltd

–in conversation with D Ramalingam of Print & Publishing.

V VaidyalingamV Vaidyalingam, director, Suba Solutions Pvt Ltd, is a household name in printing fraternity all over India. Always smiling, he builds a rapport with any one he meets. A BE Printing from Anna University, Chennai with PGDM from National Institute of Sales and Digital Marketing from NII, he knows his job well. Presently, he is director - marketing in his company Folding Carton Division providing print finishing for paper board packaging production. D. Ramalingam (DR) from P&P finds out more about Vaidyalingam (Vaidy), his business and other interests in an exclusive interview.

What did it take to opt for B E Printing?

Vaidy: Honestly I was never sure about what I should be doing in my career. I got admissions on merit in an engineering college in Coimbatore initially and after I had joined Coimbatore Institute of Technology I got admissions in College of Engineering, Guindy, Anna University to some programs like Leather, Mining and Printing. I chose printing because I wanted to get back to study from my home in Chennai and chose printing over the other two options I had in Chennai. That time, I did not have a clue about what printing held for me. So essentially the decision was an accident.

Right from beginning, you seem to be interested in Sales & Marketing. Does it reflect your personality?

Vaidy: Neither I was cut out for marketing nor did I choose it. Since I was never sure what I wanted to do, I was literally thrust into that position when my career with TechNova began. And slowly I found my feet. Luckily the companies I had worked for, TechNova for a short period and largely Proteck gave me space and time to understand, learn and grow in my profession. Importantly since I had the motivation to keep learning, I could evolve, progress and try out my ideas without any restriction. It laid the foundation for my entrepreneurship. I also had the opportunity to interact with owners of companies that elevated my thought and confidence.

Having said that, I basically like to interact with people. I have my own opinion on a subject that is independent on what other people may say or like which actually may not be an advantage in marketing.

What made you look to China?

Vaidy: In 2003, China was fast emerging as machinery maker of the world. In our industry, machines had started to come into India and Sri Lanka. While in Proteck, I had seen a Chinese machine or two during one of my visits to customers in Sri Lanka. Having been in marketing for about 10 years by then, I had a fair understanding of what was required for printing industry in India. The following were my observations at that time:

  • There was a clear lacuna in print finishing equipment.
  • Quality suppliers / manufacturers at that time in India were few.
  • I believed that print finishing held the future.
  • I could also make out that not all jobs, particularly in commercial printing, would pass through the same finishing process. So the capacity utilisation of print finishing machine would not be high in many cases. Therefore for high cost machines, viability was simply not there. So customers would like to have affordable investment and reasonable performance.
  • Once you want affordable automation, the way to go was obviously China.
  • I could also understand that with my very talented, experienced and committed partner, Balaji, we can bring in Chinese equipment into the country and support them well. That was the key to success.


So, I thought it would be a good business model to start off and we began contacting and evaluating good Chinese companies.

What do you think about print industry fairs now held in every nook and corner of our country?

Vaidy: We pick and choose our fairs. We work with committed partners. Our sales team size is very small. So good fairs give us an opportunity to talk to our customers and understand their constantly evolving needs.

These days it is getting a little too much like everything else, but that is the way the world is. We need to make our choices.

Tell us something about your demo centre?

Vaidy: When we took up agency business in 2003 we had three verticals for print finishing: print finishing for commercial printers; print finishing for book printers; and print finishing for packaging printers.

Somewhere in 2010-11, we thought that the future lies in packaging and decided to focus on the same. Actually the demo centre is an offshoot of that fundamental decision. We have a folder gluer in our demo centre. It is basically used to train our people and the operators of our customers. The production facility helps in the same.

Tell us about your Paper Board Packaging section?

Vaidy: We have three divisions: folding carton division which I head, Corrugation brown box making division headed by my co-director Naresh; and Manufacturing division headed by co directors Balaji and Senthil.

Grand Corp: achieving excellence in the corrugated market with DuPont Cyrel Easy plates

Cyrel EASY EPC is a soft digital plate with a built-in flat top dot developed especially for the post-print corrugated printers and was commercialized globally from October 2016. It simplifies the prepress process with built-in flat top digital dots, resulting in increased productivity and consistency. With more than a decade of experience in professional die-cut molding and serving a wide range of industries in Taiwan, China and Vietnam, Grand Corp Co Ltd started its first flexographic photopolymer printing plate operations in 2005 with direct laser engraving equipment. They subsequently moved to a solid photopolymer plate-making system and liquid photopolymer system.

Left to right: Dennis Tan (DuPont), Scott Iggo (DuPont), Zhang Zhuzhen (finance controller, Grand Corp), Siming Luo (DuPont), Sherman Liu (CEO, Grand Corp)As part of their vision to improve flexo print quality with key converters in Vietnam – particularly in the high-end corrugated industry – the company strives for continuous improvement. The recent addition of completely new prepress and plate making capabilities through a Spark CDI5080 with HD digital imaging system from Esko and a 500 line flexographic plate processing system from G&J Degraf, the company achieved a milestone in their commitment to the increasing demands for quality in the country.

With a strong team and full support from business partners, Sherman Liu, general manager – Grand Corp Co Ltd Vietnam, was pleased with this achievement and excited to support the demand for flexo printing in the future.

Challenge…

In Vietnam’s fast-moving consumer goods market, consumers are accustomed to purchasing food and beverages by the box. Consequently, the requirements from brand owners for high quality printing of corrugated boxes is relatively high. Brand owners need corrugated boxes to have eye-catching designs and graphics that appeal to consumers.

EPC clearly outperforms the conventional digital plate in terms of delivering better vignette, balancing printing pressure and reducing flutingPrinting resolution requirements are increasing to a quality only achieved thus far by offset printing. A flexographic plate that can deliver high resolution printing enables a more sustainable process to achieve the quality needed. Many jobs have artwork requiring a balanced performance plate that can provide high solid ink density, as well as exceptional highlights and vignettes. Moreover, converters are using BE board for most jobs, making it critical to reduce the impact of fluting on printing. To meet the brand owner and converter’s goals, Grand Corp needed a simplified solution without any additional investment or change in workflow.

Solution…

Since its launch in 2015, the Cyrel EASY flat top dot platform has demonstrated excellent performance in solid ink density and smooth vignettes in flexible packaging and tag/label segments. To meet the increasing demand for high resolution printing in the corrugated market, Cyrel EASY EPC plate was developed specifically for corrugated post-print applications to meet customer’s increasing expectations.

Grand Corp decided to adopt high definition resolution flat top dot technology and chose DuPont Cyrel EASY EPC plates. The plates easily integrated into their current platemaking workflow with no additional process steps or equipment investments. By building flat top dots directly into the plate, Cyrel EASY EPC delivers the highest quality image reproduction while minimizing the negative impact of fluting on printing in a wide variety of corrugated boards.

“My customers are satisfied with the advances of Cyrel EASY EPC. They see smooth solid ink transfer with less pin holes. More importantly, it is much easier for them to achieve the print quality we see with offset, achieving up to 120lpi with vignettes fading to zero while minimizing fluting effect. We believe it will definitely help our customers make a visual impact in the marketplace,” said Sherman Liu, general manager - Grand Corp. “There are numerous flat-top-dot technology platforms in the market, but we chose the Cyrel EASY EPC platform for its simplified workflow as it easily integrated into our current workflow without any adjustments or investments. With the Cyrel EASY platform, it offers wider plate making latitude.”

Multi-fold benefits…

Grand Corp is the first tradeshop globally to process and test the EASY EPC plate. They successfully delivered a commercial job with their strategic converter and noted the following benefits of using EASY EPC:

  • Highest quality image reproduction up to 120 lpi with HD.
  • Significant reduction of fluting even on BE board.
  • More even solid ink density with less pressure.
  • Excellent vignette and fade to zero.
  • Improved durability on press.

“Digital printing will take market shares away from label printing – we are well prepared for that”

Says Zsolt Rozsnyai, product manager at KRONES AG. Industrial printing is omnipresent in everyday life. In a series of interviews, the VDMA Printing and Paper Technology Association presents member companies that are active in this market. In this interview, Zsolt Rozsnyai, product manager with responsibility for digital printing at KRONES AG, explains the plans this company pursues with digital direct printing on glass, plastics and metals, which markets are in the focus, and which technological challenges need to be met. Mr. Rozsnyai, what does “industrial printing” mean to you?

Zsolt Rozsnyai: Normally, industrial printing is one step in a total chain. Therefore, the printing technology used needs to be capable of keeping pace with the possibilities of conventional applications. For example, where you used to stick preprinted labels, direct printing onto products or packages must not stop or slow down the total process. This is a real challenge above all in the high-speed processes of the beverage industry with up to 81,000 containers per hour.

In which fields of industrial printing are you active as a technology manufacturer?

Rozsnyai: Krones plans factories for the beverage industry and equips them with the total process technology: filling and packaging technology, labelling machines, inspection, intralogistics and IT solutions. For PET bottles, our offer ranges from the design to machines that produce up to 81,000 bottles per hour and, filling technology to bottle-to-bottle recycling. A used bottle is turned into a new bottle. This background is important in order to put our activities in industrial printing into perspective. We concentrate on digital printing on hollow containers. In September, we will present a printing system which will make inkjet printing in the high-speed range a real alternative to conventional decoration options.

Which concrete applications are in the focus?

Rozsnyai: As regards digital printing, we have an eye on both glass and plastic containers for the beverage industry. Till now, above all glass and PET. However, our development team is working on solutions for other plastics and metal. In future, we will print on the total spectrum of substrates using the inkjet process – in the high-speed range. We expect that digital printing will take market shares away from label printing – and we are well prepared for this development. The users still check on a case-by-case basis whether the use of digital printing will pay off. This depends on the design, print quality and print thickness. With optimized label sizes, for instance, in the no-label look, it is possible already now to achieve positive business cases compared to conventional decoration options.

How do the customer requirements differ from those in the traditional print market?

Rozsnyai: The inks differ from those used for printing on paper. The migration characteristics are very important in the food sector. Furthermore, there are strict requirements for bottle-to-bottle recycling. During use, the inks must show perfect adhesion, and then it must be possible to remove them before recycling without any residues just like the labels. Furthermore, the print quality is crucial; with tolerances for glass bottles being in the millimeter range. The printing heads must be guided in such a way that they deliver perfect print results despite the uneven substrates and the speeds mentioned. In the PET field, the challenge is to align the area to be printed exactly before the printing head. The big advantage: We can also print on areas where it`s not possible to fix labels.

Does Krones also use other printing methods in industrial applications?

Rozsnyai: No. The focus is clearly on the inkjet method. We develop the processes and most of the inks in-house and cooperate closely with partners and our subsidiary Till GmbH based in Kelkheim. We must have an overview of the total process, including recycling, because of our responsibility for the process towards our customers.

To what extent does industrial printing contribute to your total sales?

Rozsnyai: We are in the starting blocks. We will present the first series machine in September at drinktec, the 'World's Leading Trade Fair for the Beverage and Liquid Food Industry' in Munich. We have been working on the direct printing technology since 2006 – and now have sufficient know-how to start series production. In 2013, we presented our first prototype that was used by large customers in a field test. There are brand manufacturers who keep a close eye on our developments and have shown large interest in the inkjet technology.

Market studies forecast strong global growth for industrial printing. How do you assess the growth chances?

Rozsnyai: It`s too early for an appraisal. However, as mentioned before, the brand owners seek up-to-date information on a regular basis. I presume that we as Krones will be pretty successful in this field. The experience made by Till with three machines that have been very well accepted in the market support us in this assessment.

Does your company go ahead with developments in the future areas of printed electronics, printed bio /medical technology or 3D printing?

Rozsnyai: For us, 3D printing is of huge importance – albeit from the user side. We increasingly use these processes especially in lightweight production, and we have such printing equipment at our production facilities. Till now, above all in the plastics sector. However, we also have a close look at the metal printing processes.

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