The Mapei group - one of the world's major producers of chemicals for the building industry has asked Smurfit Kappa Italia - a multinational company manufacturer of paper-based packaging - to create a special gadget to promote the new Mapestone GR-ECO mortar unveiled at Marmomac, the marble and natural stone exhibition held in Verona from 27 to 30 September 2022.
Mapestone is a pre-blended mortar for architectural stone paving with filtering and self-regenerating properties, formulated without cement and hydraulic lime, but with mineral aggregates and natural fibres obtained from apple waste. This allows a 95% reduction of CO2 emissions compared to traditional grout line fillers. Hence the idea of offering an apple as a gadget to customers and visitors to the Mapei stand, in original, personalized but above all sustainable packs.
The production of the packaging was entrusted to Smurfit Kappa Italia. The company came up with a unique packaging of the Safe&Green range (100% paper-based, biodegradable, recyclable and certified for contact with food products). In less than a month, the designers at the Experience Centre in Pastrengo (Verona) and the engineers at the Orsenigo plant (near Como) managed to create a suitable packaging in terms of functional and communicative features.
Two thousand cubic packs were produced from stretched cardboard based on virgin fibres, suitable for direct contact with the fruit, with self-locking closure and leaf-shaped handle for easy carrying. One side is open to have a glimpse of the apple, while the other sides host the information about the brand and the packaging.
Inks and paints (supergloss and matt) are used for printing featuring low odour and low migration properties in line with the "total food contact" approach adopted at the Orsenigo plant in order to guarantee food safety in production. The square shape also allows easy storage inside larger boxes, thus optimizing the logistical aspect.
The Mapei gadget highlights the various qualities of paper board (biodegradable and recyclable), which is the result of a collaboration based on the sharing of a continuous search for “environment friendly" solutions.