ANGLES THAT CHALLENGE CONVENTION One of the team’s latest concepts draws its visual identity from the Harley Davidson V2 motor. The groundbreaking cosmetics package features two slanted parts positioned on a sleek carton tray, creating a dynamic silhouette that immediately stands out. “We wanted to shake things up and find an angled shape that could be produced on an industrial scale,” says Leiviskä. Creating a slanted carton structure required more than an eye-catching idea. The designers had to understand how the paperboard behaves, how the structure converts, and how the glue seam can be positioned so that the final package is both attractive and production-ready. LUXURY EFFECTS ON PAPERBOARD Another sample concept explores a luxurious, classical horse theme on deep black packaging. Here, the team pushed the limits of colour combinations, embossing, shading and foiling to create a premium look and feel. “Printing can be challenging with some paperboards due to their characteristics. With the right choices, ambitious visual effects can be applied to the packaging. Our challenging print theme is proof of the technical quality,” Leiviskä explains. Black tones are particularly demanding, as creasing can break the surface of the paperboard. In this case, the team succeeded in finding a durable combination that supports both the design vision and the technical requirements of the package. When several horse-themed packages are placed side by side, they form a larger unified design, strengthening shelf appeal and creating a bigger visual impact in the retail environment. DESIGN THAT SUPPORTS THE BRAND JOURNEY For cosmetics brands, packaging must do more than protect the product. It needs to communicate the brand promise, elevate the product image and engage consumers through both visual and tactile details. Embossing, foiling, smoothness and structure all become part of the brand journey. “Successful packaging adds value to the product. We always include quantifiable, calculated value in our design concept, which helps clients reach their targets,” says Leiviskä. At Metsä Board’s Excellence Centre, located next to its board mill in Äänekoski, Finland, the R&D laboratory supports this process by measuring and testing around 100 different features. This allows the design team to fine-tune packaging concepts and ensure they deliver the desired performance. “Compression strength is one of the most critical features of cosmetics packaging, as logistics plays a big part. We can also simulate different climate conditions with varying temperatures and moisture levels, putting the packaging to ultimate tests,” Leiviskä notes. SUSTAINABILITY WITHOUT COMPROMISE Premium appearance and environmental responsibility do not need to be opposing goals. Metsä Board’s design work demonstrates that memorable packaging can be visually appealing, technically advanced and still designed for recyclability. The company’s Packaging Services team supports customers throughout the development process, helping evaluate design alternatives, optimise Innovando en el diseño de envases para cosméticos In cosmetics packaging, first impressions matter. The shape, surface, colour and tactile feel of a package can turn a product into an experience long before it is opened. At Metsä Board, Graphic Packaging Designer Marko Leiviskä is exploring how paperboard packaging can deliver that decisive “wow effect” while remaining technically feasible, functional and easy to recycle. Leiviskä and the Metsä Board’s packaging design team are pushing both the visual and technical limits of high-quality cosmetics packaging. Their work combines striking aesthetics with deep knowledge of material performance, converting processes and brand requirements.
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