1 Sept 2003
Making A Good Impression(HKTDC Packaging, Vol 02,2003)
A Good Impression
A Green Future
Artistry Printers Co
|Many well-known brand name customers in Europe, Japan and the Chinese mainland use Artistry Printers Co products to make that vital first impression|
Quality is often reflected in packaging according to a leading company in the field. The success of Artistry Printers Co is attributable at least in part to its management team never having forgotten that fact, or underestimated the importance of packaging in marketing.
Established in 1992, Artistry's initial client base was Hong Kong manufacturers and those companies sourcing products in Hong Kong and the Chinese mainland that wanted their packaging and printing work completed before shipping.
That clientele still forms a major part of its business, but Artistry also now serves a growing number of well-known brand name customers in Europe, Japan and the mainland who appreciate the company's reputation for quality production.
For example, France - a country which is particularly quality conscious with regard to packaging and printing - is a fast expanding market for Artistry.
The UK is growing equally rapidly, while the diverse range of goods produced worldwide presented in Artistry boxes and cases is growing by the day.
Brands with which Artistry has a well-established business relationship include Maxell, Perry Ellis and Wilson's Leather, all companies with a strong quality image that the packaging needs to reflect.
Speed and quality of service are also essential to business success, and delivery can normally be guaranteed within one or two weeks of order confirmation.
Director Lui Tsz Wai stresses that adaptability and rapid turnaround time are critical to maintaining an edge in this highly competitive field.
"The key to success is often flexibility and perhaps a degree of ingenuity, particularly when some aspect of the packaging is linked to a product's brand identity," says Lui, pointing to a sturdy box intended to both protect and display high value electronic items.
He explains that different inserts can be put into the same box to accommodate different items from the same product range while also remaining easy to remove.
"The client can then bulk order the boxes and decide later which products they will be used for, or if a line is discontinued the packaging can still be used for whatever item replaces it," he says.
Production work is carried out mostly at the company's factory in Shenzhen in Guangdong Province on the mainland, and involves printed items ranging from cardboard boxes and stickers to instruction manuals.
Broad-ranging though this business is, the company's core expertise remains focused on its well-honed skills in manufacturing paper products using quality materials sourced from Korea, Japan, Indonesia and Europe.
"Everything we do is made of paper and laminated paper and card, but our products cover a very wide range," Lui notes. "As well as packaging for a broad variety of goods, we undertake printing work in other areas including books for children and even some toys, such as mobiles - paper products that have to be durable and child resistant."
Although he advises that Artistry is not a design house, it is able to develop basic packaging concepts or to carry out production work according to customer instructions.
"We do a lot of packaging for toys, digital cameras, leather goods and a variety of other industries," says Lui. "It's all a question of efficient manufacturing and rigorous quality control - once you have a reputation for that you have the basis for a sound business."
WRITTEN BY ROBERT PIERCE
Artistry Printers Co
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