‘Gem’ of a gift pack for Bath Ales

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The task of creating Bath Ales distinctive new gift pack featuring the brand’s iconic logo of a dashing Hare, as well as a still image of a filled pint glass, proved to be quite a challenge. But Atlas Packaging in Devon has been able to achieve this with flare and innovation.

The pack needed to stand out on the shelves but, for commercial reasons, only a single printing pass was possible. So the design team at Atlas needed to come up with the solution.

Says Bianca Banica, designer at Atlas Packaging: “The packaging needed to be flexo-printed onto single-wall, corrugated cardboard. However, with the still image and brand colours, there were too many colours for a single-pass through our CUIR printer. So with some skill we removed Cyan completely and manipulated the other colours to achieve a great look. The Hare was also die-cut out of the front of the gift pack but at the
same time we retained the integrity of the pack to hold in the bottles and pint glass. It’s an excellent example of how to produce a bespoke gift pack that really catches the eye.”

The design of the gift pack also gave plenty of space to tell the success story of Bath Ales and the expansion of its brewery in 2018, alongside the
image of a pint of its bestselling Gem beer.

Founded in 1995, Bath Ales was acquired in 2016 by family-owned St Austell Brewery, one of Cornwall’s oldest businesses. Atlas Packaging is a supplier of flexo-printed, fully enclosed boxes to St
Austell Brewery and the success of the Bath Ales gift pack is a further example of how the two South West independent companies are working together, as Atlas Packaging Sales Director Mark Leverton explains: “Atlas Packaging is one of the UK’s leading independent corrugated cardboard packaging companies and our relationship with St Austell Brewery is built upon that shared vision of
independence to create outstanding products in both our industries. We’re both based in the South West of England but geography is no barrier to winning business in new markets because we both have a track record of reacting quickly and delivering quality to our customers.”

The Bath Ales gift pack has recently been entered into the EFIA (European Flexographic Industry Association) Awards for 2019 because of the complexity of the print work and the strategy to create such a successful solution.

For information visit www.atlaspackaging.uk


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