Smurfit Kappa wins Red Dot Award 2015 for Acer's ‘Protective Wings' packaging solution

Read so far

Smurfit Kappa wins Red Dot Award 2015 for Acer's ‘Protective Wings' packaging solution

November 05, 2015 - 21:17

DUBLIN, Ireland, Nov. 6, 2015 (Press Release) -

Smurfit Kappa has received a prestigious Red Dot Award 2015 for its innovative ‘Protective Wings' packaging solution designed in partnership with technology customer Acer. One of 7,451 entries to the Communication Design category of the 2015 competition, Smurfit Kappa's clever solution to ship Acer devices beat tough competition to be awarded the globally-renowned quality seal for design alongside 568 other projects.

Tech companies often rely on complex, multi-part packaging with synthetic components. Acer wanted to change that. They challenged Smurfit Kappa to find a way of returning repaired tablets and laptops to customers in a simple, sustainable way. Rolf Krajcer, Smurfit Kappa Sarstedt, and Jolanta Mirowski, Smurfit Kappa Service, responded with an innovative design called Protective Wings, under the project lead of Frauke Busch.

The new Protective Wings pack is constructed from a single piece of FSC certified corrugated board, using specially folding wings as a buffer zone to lift and protect the device from free-floating during transport. The outside of the erected pack is minimalist, but its uses are diverse as different versions suit the shipment of a variety of different devices, from tablets to laptops and smartphones.

Simple assembly also means packers can build up to 120 tablet boxes per hour - three times more than before - while it has reduced damages caused in transit to zero. Overall, it uses 36% less material and costs less to produce than the previous Acer packaging.

"Sustainability and high quality standards are firmly anchored in Acer's business culture", said Wilfried Thom, Acer Region Manager Central Europe. "In cooperation with Smurfit Kappa, we have developed a suitable form of packaging for our product return shipment service which offers an innovative design, sustainable materials and excellent convenience. Along with the tremendous feedback from customers, the receipt of the Red Dot Award for the packaging concept is a particularly valuable acknowledgement of our constant endeavours in the field of sustainability."

Boris Maschmann, CEO Smurfit Kappa Germany, added: "The Protective Wings design is the perfect example of a deceptively simple piece of packaging that's the result of a collaborative process inspired by innovation and expertise. It's fantastic that the Acer project has received a Red Dot Award; we're immensely proud the work of the team has been recognised alongside the best creative design talent in the world."

About Smurfit Kappa

Smurfit Kappa is one of the leading providers of paper-based packaging solutions in the world, with around 43,000 employees in approximately 350 production sites across 33 countries and with revenue of €8.1 billion in 2014. We are located in 21 countries in Europe, and 12 in the Americas. We are the only large-scale pan-regional player in Latin America.

With our pro-active team we relentlessly use our extensive experience and expertise, supported by our scale, to open up opportunities for our customers. We collaborate with forward thinking customers by sharing superior product knowledge, market understanding and insights in packaging trends to ensure business success in their markets. We have an unrivalled portfolio of paper-packaging solutions, which is constantly updated with our market-leading innovations. This is enhanced through the benefits of our integration, with optimal paper design, logistics, timeliness of service, and our packaging plants sourcing most of their raw materials from our own paper mills. Our products, which are 100% renewable and produced sustainably, improve the environmental footprint of our customers.

About Acer Inc.

Established in 1976, Acer is a hardware + software + services company dedicated to the research, design, marketing, sale, and support of innovative products that enhance people's lives. Acer's product offerings include PCs, displays, projectors, servers, tablets, smartphones, and wearables. The company is also developing cloud solutions to bring together the Internet of Things. Acer employs 7,000 people and ranks No. 4 for total PCs globally (IDC 2014). Revenues for 2014 reached US$10.39 billion.