Brand and packaging: organic all the way - Stora Enso

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Brand and packaging: organic all the way - Stora Enso

LennoCard fordigitally printedapplicationsRethinking packaging: Fruity“Fruity” was one of the entries in the RecreatePackaging contest held in spring 2012.Board Paper asked the designers of Fruity,Wladlena and Andrej Schreiner, students atthe Beuth Hochschule für Technik in Berlin,to describe their innovation.“Our package contains a hand creamwith a fruity scent. The scent is inspired by thefruit and the form of the package. We wantedto bring some freshness to the packagesof hand creams, which are often packed inplastic tubes and advertised with nice fruityscents and pictures. Our idea is to pack thecream products in ‘real fruit’ packages to intensifythe association between the naturalproduct and its flavour and feeling.“The Fruity package should be handy,easy to use and suitable for any handbag.Assembled on the shelf, three packagesmake half of the fruit. The package attractsattention through its unusual shape andfresh colours. Different fruits can be the inspirationfor the creams – this could possiblyserve as an idea for a collection.”LennoCard is a single layer board witha double silk coated surface optimisedfor digital printing. It can be used forvarious graphical and packaging applicationswhich demand a remarkablyhigh visual appearance, such as photobooks, cards, covers, media (CD,DVD), display board, tickets and tags,calendars, folders, shopping bags, andpackaging applications.LennoCard is produced with adouble silk coated surface on eitherone or two sides: LennoCard C1S isone-side double coated and offered inbasis weights of 120 to 300 g/m². LennoCardC2S is two-side double coatedand available in 250 and 300 g/m².Thenew single layer board is certified fordiverse HP Indigo Digital Commercialand Industrial Presses. It is produced atStora Enso’s Uetersen Mill in Germany.Free samples can be requested bye-mail to lennocard@storaenso.com.www.storaenso.com/lennocard“Little Sins” awarded in PolandIwona Przybyła is a young Polish graphic designer from Poznan, whereshe currently studies at the University of Arts, Uniwersytet Artystyczny wPoznaniu. One of her main areas of interest is package design.Iwona’s design for an exclusive package containing chocolate pralinesMałe grzeszki (“Little Sins”) was awarded first prize in the category“Premium Package of Luxury Goods” in the annual Art of Packagingcompetition in Poland in spring 2012.The package is made of Ensocoat SBS board, which, after beingcut to the desired size, is embossed to provide a unique tactile experiencefor the customer. Equally unique is the way in which the packageis opened: instead of a regular lid, a rotary cover has been used. Thecover is protected against accidental opening by a paper band that alsofunctions as a label.Board Paper | December 2012


Stora Enso board offeringEthical leadershipBeverAge &multIPAckchocolAte &conFectIonerycIgArettecoSmetIcS &luxuryFoodFood ServIceThe constant barrier to Corporate Social Responsibility (CSR) work is non-ethics,whether it is leadership styles, as in “tone at the top”, i.e. weak ethical leaders makeweak sustainability agendas, or in business implementation, with business-to-businesscorruption or business-to-government corruption.Together with other grass-roots CSR professionals, I have come across inauthenticenvironmental certificates and quality certificates, bribed government inspectorsclosing their eyes to labour exploitation and ghastly environmental concerns and endlesskick-back scenarios within companies, no matter which industry or branch wespeak of. This reality generally hits western companies entering emerging markets,hampers business decisions and creates an inability to build key business partners,such as suppliers and customers.The immediate response in a situation of non-ethics is either to point to the localculture or the inability to strategically combat the issue/s at hand. The main reasonfor failure is the lack of firm and ethical leadership, or readiness for such, at all levelsof management in a company, as well as the inability to understand what kind ofleadership is required to be able to successfully run an ethical business in emerginghigh-risk markets, while at the same time grow in business.It is rare to see businesses make clear statements against corruption. In fact,even Managing Directors of Indian listed companies have made progress. TheManaging Director of the Indian giant Aditya Birla group a few months ago statedclearly in the Indian media: “We would rather go slow with expansion plans than paya facilitation fee to get a large project. Of course, the group has had to lose someobviously profitable opportunities but at the end of the day we can sleep well.” Incontrast, how often do we see such statements within the European Union?Recent data and research indicate that investors and CEOs regard the valuationof non-financial performance as a key issue. While it is broadly accepted that environmentaland social issues (including ethical concerns regarding business practices)impact a company’s financial performance and share prices, establishing this causallink in a manner that is useful for investors remains a challenge.In order to make business practices and ethics tangible for a modern day companyin a global set up, strategies for creating, building, hiring, attracting, retainingand keeping ethical business leaders must be initiated. This might concretely be ahuman resources topic, but the question is: are the business leaders we producetoday, generally speaking – and in all industries – the leaders who can take firmethical decisions in markets where unethical business practices are deeply rooted?grAPhIcAllIquIdPhArmAceutIcAlwww.storaenso.com/renewablepackagingwww.storaenso.com/cupformawww.storaenso.com/trayformawww.storaenso.com/graphicalParul Sharma is Executive Advisor,Sustainability, of the StoraEnso Renewable Packaging BusinessArea. Since 2004, Sharmahas been working on CSR issuesand human rights strategies forSwedish companies operating inAsia. She has acted as HumanRights Advisor to Amnesty BusinessGroup, the European Commissionand the European PublicLaw Centre. Three books on humanrights and economic and socialrights issues written by Sharmahave been published. In 2011 shewas ranked as the most influentialCSR expert in Sweden.Publisher: Stora Enso Renewable Packaging, FI-55800 Imatra, Finland. www.storaenso.com/boardpapereditor: Eero Ignatius, eero.ignatius@storaenso.comSubscriptions and changes of address: anna-liisa.nuutinen@storaenso.com, fax +358 2046 24716www.storaenso.com/consumerboardmaterial: Ensocoat 2S 220 g/m 2layout: Onnion Ltd.Printer: Lönnberg Painot Oy 12/2012

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