Package Design - April 2013 - 19

Product Ventures
used clear PET with
its stereolithographic
system to mimic
transparent glass in
a prototype for this
absinthe bottle.

foiled packages in a virtual store space, we, along
with our client, can really evaluate a concept.
And I can show them all this in real time.”

Flexibility from in-house capabilities
Interbrand 3-D is powered by Esko’s Studio and
Visualizer software. Studio provides designers with
a 3-D working environment, and Visualizer is the
virtual prototyping engine.
Once Interbrand designers build the art files,
the computer creates all of the special effects. But
the agency says the most profound effects of this
workflow is in the revision stage, where a traditional workflow requires having a prototyping service rebuild the entire physical piece adding days
and dollars to a design project’s costs. Interbrand
3-D enables Hinkel to turn the effect “plate” off to
render the image without the effect quickly.
“I was able to deliver a project on cost that we
were changing in real time,” he explains. “We
played with the texture pattern behind the emboss,
and silver ink and spot varnish options. I switched
back and forth between those three options right in
front of the client so they could get a feel for each
option right away.”
Scott Lucas, executive director at Interbrand,
adds, that Interbrand 3-D enables a client to interact with the design concepts in a very tactile way. “I
have Interbrand 3-D installed on my iPad,” he

remarks. “It’s amazing to be able to call up the prototype, slide my iPad across the table and let the
client interact with it first hand. That’s some kind
of moment where the concept comes off of a
screen and into their hands.”
Clarke agrees that full control of the prototyping process is important but believes that agencies
can retain that control while producing physical
prototypes. This is why the agency has invested in
everything from label and film printing systems to
stereolithographic and 3-D printing systems.

Working with low-budget projects
Although his agency has been an equipment beta
test site for years, pushing the limits of next-generation proofers and production systems, Tom Newmaster concedes that what’s “affordable” hinges on
how the client values prototyping as part of the
package development process.
The customer who exclaims, “$400 for that little box?” Newmaster opines, may not be fully
aware of the cost benefits of validating packaging
concepts with physical samples.
But no matter the budget, Newmaster remarks,
“let’s comp before we release the file” is always
good advice. PD
For articles on similar topics, visit the Prototype
channel on PackageDesignMag.com.
PACKAGEDESIGNMAG.COM

Package Design - April 2013

Table of Contents for the Digital Edition of Package Design - April 2013