JAMES CROPPER USES FORMULA 1 TECHNOLOGY IN NEW TEXTURED PACKAGING FOR SWAROVSKI
January 2023 – In an industry first, James Cropper is using technology usually applied in Formula 1 and the aerospace sector, to create world-class textured papers that are precision-made to specification. Its latest work for renowned crystal maker, Swarovski, applies the same technology that Formula 1 teams use for precision surface measurement.
Coinciding with a reimagination of the Swarovski brand identity, James Cropper has created 10 papers for a fresh packaging proposition. The outer box wrap, available in five jewel colours, has a leather inspired texture and includes the iconic Swarovski swan design embossed using a clear foil to highlight and give sharp definition to the brand logo.
The box lining includes five complimentary pastel shades which were colour matched to satin fabrics in James Cropper’s onsite colour lab. These papers are embossed in a corded design and replace a traditional fabric lining, with the Swarovski name debossed in a coloured foil to match the outer wrap, to create an entirely paper pack.
The work is the latest from a partnership between James Cropper and Swarovski spanning more than two decades. The new brand identity was reimagined under the leadership of Giovanna Engelbert, the company’s first-ever global creative director. One notable evolution is the subtle but meaningful change to the Swarovski swan logo. As an essential part of the brand's heritage and plans for the future, the swan’s direction has been changed; now moving forward with its head turning upward - the new Swan represents the bright and bold future direction for Swarovski.
Swarovski’s relentless precision and enduring passion for design secured its place as one of the world’s most inspirational and iconic brands. It therefore makes sense that its packaging is created with those same values at heart. The embossing process incorporated technology never used before in the production of paper for packaging. Having worked closely with precision engineers to introduce the technology, we can now use optical 3D metrology in all areas of production measurement to provide fast, precise and reliable data for quality control, assurance and product repeatability – becoming the smart eye for textured paper production.”Tricia Hartmann, Global Luxury Packaging Lead at James Cropper says:
Previously, James Cropper’s most defining collaboration with Swarovski was recreating the ‘subtle veil’ design on paper for packaging which was based on the incredible alphamesh curtain - a unique structure that encloses Swarovski’s HQ in Wattens. The curtain is forged from more than 26 million individual welded hexagonal-shaped links. Bringing such intricacy to life on paper for packaging was a seminal moment in the partnership with the process needing to be entirely bespoke, and tailor made ensuring precision in both pattern and colour was uncompromising.
The latest project is an extension of that work with the new packaging design inspired by the interplay of light on a faceted crystal, evoking the unrivalled craftsmanship of Swarovski’s master cutters and bringing the imaginative possibilities of crystal to the world with a spellbinding packaging design. Truly an invitation for any recipient to Open the Wonder.
Swarovski is a company rooted in innovation and reinvention. This packaging solution works seamlessly as an extension of the brand identity, forging the ideals of innovation and design that has made Swarovski the world’s premier jewellery and accessory brand around the world; crystallised firmly in the consciousness of generations, and ones to come. James Cropper’s constant drive for innovation alongside its sustainability credentials make them the perfect partner, as we ourselves champion conscious luxury. As two family businesses, there are many shared values which make the partnership a success.Swarovski Global Category Manager Packaging, Peter Hoerter commented:
James Cropper is a specialist in creating luxury papers, packaging and bespoke colour. Using FibreBlend upcycled technology, the papermaking team ensure the key strands of circular design sit firmly at the heart of the product portfolio. The company provides a series of innovative plastic-free paper and packaging solutions which include its world-first CupCycling™ invention and COLOURFORM moulded packaging innovation, underpinned by an impressive colour lab holding recipes for some 200,000 colours.