Category: Luxury & Specialty Packaging

The Finer Things: The Leading Hotels of the World

Most of us have hobbies or activities that we love that drive us to get out of bed every morning (other than a steamy cup of coffee). For some of us, it’s reading, others, it’s skiing… exercise, playing an instrument, cars… the list goes on.  For others, it’s travel, and for those of us that appreciate that finer things in life, a membership to a luxury hotel collection with travel perks is just the ticket.

Comprised of more than 400 hotels in 80 countries, The Leading Hotels is one of the largest luxury hotel collections in the world.

We weekly prepare and distribute nearly 2,000 member kits for new or renewing The Leading Hotels of the World members.


The new and renewing members have an taste for elegance, which is why we work hard to make sure that each member receives white-glove service in the form of a hand-crafted welcome kit. Let us show you…






Structural Graphics prints in volume and stores in inventory all common components, seen above:

• Brochures
• Comp cards
• Envelopes
• Corrugate shipper
• Catalogs

The images speak for themselves. The details – each component, accompanied by variable data and images – are truly what make this kit so special.

“Structural Graphics has been a vital partner to the operations of our Loyalty Program in the wake of extreme membership growth. The onboarding process was thorough and we felt a strong commitment from the team to making the transition seamless and undisrupted from the get go. The team went above and beyond to satisfy our highly-personalized requirements with innovative ideas that saved us time and money in the end. One of which consisted of recreating an entire image library, assigning a unique image to each of our 400 hotels, which was formerly managed in-house. Because of their unique approach, we were able to start phasing operations earlier than scheduled. Over the last year we’ve experienced nothing but unwavering dedication to our partnership. The team I work with is highly-engaged and responsive; they even hosted me on a site visit to their fulfillment facility in Mexico and at their office in Essex, CT. Bringing on Structural Graphics as our fulfillment partner has been a fruitful business decision, I do not fear that they will not be equipped with the skills and knowledge to accommodate our changing business needs. I look forward to many rewarding years of partnership.”
– Julie Oleskiewicz, Senior Manager, Loyalty Marketing at The Leading Hotels of the World

We’re blushing! Hey Julie, we really like you, too.

Haptic Brain / Haptic Brand

Most of us are lucky enough to know the rush of excitement we get from opening a package.  First, there’s the element of surprise.  But then there’s also that smell of new packaging (you know what I’m talking about), and the *swoosh* sound the box makes when you lift off the lid.  Ahhh.

A light blue box wrapped with a pink ribbon.
A light blue box wrapped with a pink ribbon.

This is not a coincidence. Paper quality has been proven to have a significant effect on consumer response. Companies, such as Apple, put as much effort into their packaging as they do into their products.  More than 50% of the human brain is devoted to processing sensory experiences.  Touch, in particular, impacts how we make sense of the world. Therefore, how things feel influences our thoughts and behaviors, our comprehension and retention of information, and our emotional connections.

collection of hand holding paper isolated on white background
collection of hand holding paper isolated on white background

We were lucky enough to attend this year’s UCDA Conference in Orlando, Florida.  There were some extraordinary speakers, including Daniel Dejan, a widely respected, award-winning graphic designer, art/creative director, production manager and print buyer. His topic was “Haptic Brain, Haptic Brand”, which focused on communications through the lens of neuroscience.


Haptic Brain, Haptic Brand

‘Haptic Brain, Haptic Brand looks at communications through the lens of neuroscience, exploring how media shapes the brain and consequently the way a brand is perceived. This book examines haptics — the study of how what we touch shapes what we feel — and explores the science behind why our haptic brains respond so well to haptic brands. Case studies from three of the world’s best-known brands (Apple, BMW and World Wildlife Fund) highlight the communicative power of touch in action.

“Paper matters for brands that matter. The collective power of this research, along with Dr. Eagleman’s expert insights, show why marketing professionals and the publishers of high-end magazines and books continue to rely on paper as a key ingredient of the brand experience. They recognize, as we do, that consumers are wired to interact with paper like no other medium.”
–Jennifer Miller, EVP of Coated Business and Chief Sustainability Officer, Sappi Fine Paper North America.’


[Source – where you can also request a copy for yourself!]

Here are some main points from each of the three case studies presented in ‘Haptic Brain/Haptic Brand”:

Case Study #1 – Apple


Apple’s entire brand has a serene simplicity and elegance about it.  As mentioned in ‘The Communicator’s Guide to the Neuroscience of Touch”, “Critics say Apple’s iPhone seems more like a stone you might find in a stream than a device, similarly, the package it comes in defies traditional notions of what a box can be”.

They also pull a quote from The Gaurdian that makes so much sense, “Apple pays as much attention to its packaging as it does to its products… getting it just right as [an] obsession.”

It’s clear that a brand such as Apple has to be doing something right, and we have a hunch that creating that beautiful experience has something to do with it.

Case Study #2 – BMW


BMW wanted something special for fans if its M6 Coupe, so they had a professional driver take an aggressive, 560 horsepower car and do donuts on paper taped to the road, spraying ink onto the cars rear tires.  They used that paper with the tire marks for their upcoming direct mail campaign.

Manuel Sattig, Manager, Brand Strategy & Communication, said “We said, ‘there’s no way to capture the M performance on paper.’ And then we did it.”

Case Study #3 – World Wildlife Fund


In order to make world’s species and places more tangible, World Wildlife Fund created World Wildlife. This magazine includes thoughtful design, first-class printing, and fine paper to bring images to life. This provides a physical touch point to inspire readers to preserve the planet.


Needless to say, the best communicators incorporate touch into their brand experience.  How are you adding that extra special touch to your brand? To get some ideas, take a look at our packaging options here.

And the winner is…

It’s no secret that when it comes to design and style with some extra POP, Structural Graphics takes the cake (or, in this case, the pizza).  Some extra validation never hurt anyone, which is why we are so thankful to have been named winners of the Fibermark’s 21st Annual Specifier Best of Show Gold Award for our Bacardi Limited Dewar’s Influencer Kit.

Fibermark Specifier Award

The awards didn’t stop there, either! We were also recognized for excellent for our Samsung GS3 Mini Small Book Launch Kit, Samsung GS5 Gold VIP Launch Kit, Samsung Gear Fit VIP Launch Kit (see these at A special shout out goes to TracyLocke, the agency who we collaborated with on all of the Samsung projects.

Samsung GS3 Mini Small Book Launch Kit
Samsung Gear Fit VIP Launch Kit
Samsung GS5 Gold VIP Launch Kit

And… also, we are very thankful for the pizza party brought to us by the Fibermark team themselves, yum!

Pizza Party
Pizza party!

This is the second award that our Dewar’s Influencer Kit has won this year, also winning a GDUSA American Package Design Award earlier this year.

Design Team
Structural Graphics design team with awards

So often, the response to Structural Graphics is “Oh, the people who do all the pop-up stuff?”

We live and breathe “pop-up stuff”, we practically invented it! Many people are surprised to hear that we are doing way more than that, and getting recognition for it, too.

So, whether you need some pop-up stuff or packaging, you can call on Structural Graphics – anything paper is possible!

Looking for packaging that’s a little more luxurious? Visit The BoxSmiths for luxury packaging that performs.

A Brief History of Packaging

It all began with some twigs and leaves…

For most of us, shopping is an integral part of our daily lives — food for our fridge, supplies for our offices, a new pair of shoes.  Chances are, whatever it is we may need will be wrapped up in a nice little bag or box.

Packaging is everywhere. But do you ever wonder where it all began?

Shopping list

Packaging as we know it today has been the result of a long development process.

Packaging is an industry that has been around since the beginning of man. In ancient times, packaging was used to transport, assist, store or protect items using natural materials such as leaves. In the Middle Age, wooden barrels were the most common way to store goods.  In the 1900’s, paper and cardboard became more important packaging materials.  As our world continued to evolve, so did packaging.

Ancient people

The Industrial Revolution sparked a tremendous change in the way that people lived their lives. Ultimately, hands were replaced with machines in the workforce, which lead to faster and higher levels of product production. This naturally created a higher demand for different types of packaging, such as:

1. Storage and transportation bins

2. Bags

3. Food packaging methods

4. Primary packaging materials

5. In-store packaging options

The Great Depression brought in the rise of the “self-service” culture where people began going to grocery stores more often.  This new trend changed the way that items were packaged.  The use of packaging turned into more of a sales tool, also known as the “silent salesman”, instead of a tool to simply hold items. After World War 2, new materials were explored, such as plastic and aluminum foil.  This offered the convenience of single use and “throw away” packaging, which was highly attractive to the supermarket culture.

In the later half of the 20th century came the rise of digital technologies, and the producing world became more competitive. Businesses now had a way to differentiate themselves on the shelf. The marketplace became more competitive as mass producing allowed businesses to venture globally.

Shopping icons

Today, packaging plays a primary role in consumers buying decision.  It’s a marketing tool that directly impacts point-of-purchase. Packaging is an industry that continues to be sculpted and molded to fit current trends.

More of a visual person, or just can’t get enough of the history of packaging? Take a look at this infographic:

History of Packaging Flowchart

Whirlpool’s Marketing Gets the Right People Talking

Whirlpool’s 360-degree approach to marketing, incorporating web, TV and print, has made it’s brand presence more relevant and attractive to consumers in the home appliance marketplace.
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Packaging Trends: What Your Consumers Love

“The details are not the details. They make the design.” – Charles Eames, American graphic designer

Structural Graphics takes a special interest in what retail consumers want to see on product packaging, so when we came across Deborah Ginsburg’s article, “Top Packaging Design Trends for 2015” we perked up, eager to see what insights the founder and CEO of Strategia Design had to offer. Turns out, we couldn’t agree more. Continue reading

Behind the Scenes: Samsung Chef Collection

Check out a behind-the-scenes peek from our own Alex Bates, VP, Paper Engineering & Design. He wrote about the process and inspiration behind one of our fave packaging projects done in collaboration with TracyLocke for Samsung’s Chef Collection, a suite of high-end appliances. Continue reading