Whether pasta, cheese, wine glasses or dried fruit: migros is supporting the introduction of its sélection premiumbrand with a high-quality, minimalist packaging design.

The elegant look and feel is underscored by the new trend colour, white. A trend that started in past years in fashion, cars and furniture design can now be observed in the packaging design field as well.

The Rheingold Institute of Cologne wrote in an article in the Lebensmittel Journal (10/2009, P. 62) that “white is perceived as pure and virginal, and offers space for projections. In the foodstuffs industry white also symbolises freshness and lightness – and through the reserve special value as well.”

Making everyday into a holiday

The premium line works under the motto “making every day into a holiday”. That means reducing the design down to just a few elements. This creates space for the photography to have more impact, and for the use of simple white graphics as the central design element. The packaging presents the product aesthetically and uncoupled from a concrete consumption situation.

A special kind of gold

This imagery is self-confident and modern, even if the design agency used a classic premium element in its coloration: gold. A distinctive, warm gold tone was created for Sélection, to be applied as hot film embossing to product packaging to the greatest extent possible.

Most packaging also possesses a transparent window to allow the product to be seen. The contour is frequently selected based on the product, which can lead to unusual design effects.

The basis of the packaging design for folding boxes comes through a pure-white print substrate (coloured wood-free carton) finished with offset printing and embellished with a golden hot film embossing.

Given the extensiveness of the product range and the high aesthetic demands, it is important that the packaging material and colours are precisely defined and that the motif can be implemented identically on both corrugated cardboard packaging and cardboard folding boxes. A demand that the STI Group can fulfil across the corporate group. This includes for example the packaging range at the Lauterbach site for high-quality glasses in corrugated cardboard and a folding box series at the Keckskemét (Hungary) site for cartons of dried fruits.