An original shape
Impress's “waisted” shaped can is far from ordinary! The name serves only to distinguish it within the shaped can range of the DPF Division of the European packaging market leader; for compared to traditional packaging designs, this can has a highly original appearance! Although basically cylindrical, this can tapers inwards at the centre.

Differentiation through packaging
Traditionally, the decorating products market is not the most innovative when it comes to packaging. Impress, convinced that packaging had the ability to give consumer products a decisive marketing edge, developed new packaging shapes for this market that would stand out on the shelves.

With the new “waisted” shaped can, Impress has come up with an original packaging design that conveys a very upmarket image. The pursuit of superior quality is accompanied by increased practicality: tapered inwards in the middle, the “waisted” shaped can is easy to grip and therefore easy for the consumer to use.

The attractiveness of this packaging is attributable to a new innovation developed by the Impress research centre in Crosmières: a technique whereby the can is reshaped after printing, particularly suited to the numerous small runs typical of paint brands.

Consumer tests prove the point
The first “waisted” shaped can was used by the Homebase brand (SigmaKalon Group). But before it was launched, it was put through consumer testing to ensure the validity of Impress's strategy of differentiation through packaging. The results confirmed the appeal of the solution developed by Impress: it was judged to be much easier to hold, particularly attractive visually and, above all, much stronger than plastic packaging!