Creative Edge Software and Sun Branding partner for shrink sleeves

iC3D is an all-in-one packaging application that allows designers to generate 3D digital prototypes in real-time for all types of packaging, including cartons, labels, flexibles, bottles, POS/POP and shrink wraps. v4 of the software was introduced recently, and is detailed here.

It was the specialized Shrink and Shrink Correction features of iC3D that made the difference for Sun Branding when embarking on the project to improve Unilever’s Comfort brand’s packaging. Sun Branding described iC3D’s Shrink and Shrink Correction features as ‘game-changers’, with Sun Branding’s group operations director Martin Hawkins lauding, ‘its astonishing speed.

‘We trialed other plug-ins and standalone products for this kind of work but the quickest turnaround we achieved was little under eight hours. iC3D rendered the same job in a matter of seconds, literally.’

iC3D SmartShrink has been developed to quickly and accurately visualize how shrink film artwork will distort when applied to 3D models. The technique requires no specialist structural design skills from the packaging professional and no technical production knowledge of how the shrink will ultimately be applied. Working with flat Illustrator or PDF artwork, it allows the operator to predict where distortions will occur, automatically eliminating warp or deformation.

‘We wanted to use bright color in a big way, as well as other finishing effects, while leaving our options open for development on new generation product variants further down the line,’ commented Hawkins. ‘But consistency across the range had to be guaranteed. The fact that iC3D is an affordable all-in-one solution meant that we could deliver packaging that is innovative, efficient, cost-effective and above all stands out from the competition.’

The designs for the Comfort Intense range have been rolled out in Europe, and include Fresh Sky, Fuchsia Passion, Ocean Pearl and Sunburst in the UK, Passion Gourmande, Coup de Soleil and Tourbillon de Fraîcheur in France and Fresh Sky, Fuchsia Passion, Ocean Pearl and Sunburst in The Netherlands.

Nick Gilmore, Creative Edge Software CEO, described Sun Branding’s approach to design innovation as an ideal example to showcase the strength of the all-in-one package offered by iC3D. ‘For most creative agencies and brand managers, one of the main pitfalls of packaging development is that the process of ideation, design and production is entirely fragmented. Not only is this unnecessarily expensive but it also hampers creativity because designers try to second-guess practical issues before the design goes too far. iC3D is a powerful solution for road testing ideas, allowing full, photorealistic 3D mock-ups at any and every stage of the design process.’

iC3D v4 is being introduced at drupa 2016 on the Creative Edge Software stand (C16) in hall 7, while the Comfort Intense packaging is being shown in the Touchpoint Packaging feature area in hall 12.