Achieve your marketing goals
OCTOBER ‘22 www.mecs.design
GITEX GLOBAL Technology Industry 10th October gitex.com
Why we will always need non-interactive media CHARACTERISTICS OF A GOOD INTERNATIONAL BRAND NAME MINIMALIST PACKAGING DESIGN | FLEXOGRAPHY EXPLAINED
ABOUT Marketing today can be overwhelming. There are more channels than ever. There’s more competition than ever. And there’s more pressure to show results than ever. Yalla! magazine is packed with information, ideas, and tips to help you succeed as a marketer in the GCC. mecs is a graphic design and print agency that’s been around since 1997, in Kuwait, Dubai, and the UK. We’ve produced bilingual English/Arabic marketing collateral for companies in more than 18 industries. And we’re always learning about design, branding, marketing, productivity, and best practices. Yalla! is a marketing resource for companies and individuals in Kuwait, Saudi Arabia, Bahrain, the UAE, Qatar, and Oman. We want to help you grow your company, build your brand, and achieve your marketing goals.
email: hello@mecs.design Website: www.mecs.design/ LinkedIn: www.linkedin.com/company/ mecsdesign Facebook: www.facebook.com/ mecsdubai Instagram: www.instagram.com/ mecs.design/ Twitter: www.twitter.com/mecsdesign
CONTENTS Events
Features
Work
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12
43
October Upcoming TRADE SHOWS
6
Profile: ADIPEC FACTS + STATS
IN DEFENCE OF NON-INTERACTIVE MEDIA
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CHARACTERISTICS OF A GOOD INTERNATIONAL BRAND NAME
OUR WORK Cuisine Royale Deutsche Bahn / Etihad Rail
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IN THE STUDIO
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MINIMALIST PACKAGING DESIGN
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FLEXOGRAPHY EXPLAINED
Yalla! newsletter is produced by Middle East Creative Services (www.mecs.design), a trading name of Global Printhub Ltd. Company Number 12766881. Registered in England & Wales.20-22 Wenlock Road, London, N1 7GU.
TRADE GITEX GLOBAL / Technology Industry / 10th October / gitex.com
INTERNATIONAL EXHIBITION OF NATIONAL SECURITY & RESILIENCE / Security Solutions / 10th October / isnrabudhabi.com
HUNTING & EQUESTRIAN EXHIBITION / 26th September / adihex.com
NORTH STAR DUBA / Global Start-ups / 10 th October / northstardubai.com
10 / 22
AUTO MOTO SHOW/ 7th October / automotoshow.ae
AI EVERYTHING / Artificial Intelligence / 10 th October / ai-everything.com
MARKETING MANIA / marketing + creative technology / 10th October / marketingmaniashow.com
GLOBAL DEV SLAM / Developer community / 10th October / globaldevslam.com
FUTURE BLOCKC Blockchain and cr 10th October / futureblockchain
FINTECH SURGE / Digital Banking / 10th October / fintechsurge.com
INTERNATIONAL SOCIETY FOR PEDIATRIC AND ADOLESCENT DIABETES/ 13th October / adnec.ae/en/eventlisting/internationalsociety-for-pediatric-and-adolescent-diabetes
START 4
SHOW SCHEDULE
THE WORLD UNION OF WHOLESALE MARKETS CONFERENCE (WUWM)/ 19th October / https://www.adnec.ae/en/eventlisting/wuwm-abudhabi-2022eventlisting/wuwm-abu-dhabi-2022
THE FOREX EXPO/ 19th October / theforexexpo.com/dubai2022
NAJAH ABU DHABI/ 19 th October / informaconnect.comnajahexpo
DECOBUILD/ 20th October/ decobuild.ae
CHAIN SUMMIT / ryptocurrency/
nsummit.com INTERNATIONAL SOCIETY FOR PHYSICAL ACTIVITY AND HEALTH CONGRESS (ISPAH)/ 23th October/ www.adnec.ae/en/eventlisting/ispah-congress
ARABLAB/ 24 th October / arablab.com
ANNUAL RADIOLOGY MEETING/ 25th October/ https://radiologyuae.com
THE INTERNATIONAL FAMILY MEDICINE CONFERENCE & EXHIBITION/ 25th October/ ifm.ae
10TH DUBAI OTOLOGY, NEUROTOLOGY AND SKULL BASE SURGERY CONFERENCE & EXHIBITION/ 25th October/ dubaioto.com
DUBAI MUSCLE SHOW & DUBAI ACTIVE/ 28th October/ dubaimuscleshow.com
BEAUTY WORLD MIDDLE EAST/ 31st October/ beautyworld-middle-east.ae .messefrankfurt.com/dubai/en
ABU DHABI INTERNATIONAL PETROLEUM EXHIBITION AND CONFERENCE (ADIPEC)/ 31st October/ adipec.com
DATES 5
TRADE
PROFILE: GITEX GLOBAL
GITEX GLOBAL / Technology Industry / 10th October / gitex.com The power of 7 tech communities and 100,000+ business connections The undisputed tech event for the last 41 years, GITEX GLOBAL features every major technology player, trend and vertical, and it covers sectors including smart cities, cybersecurity, the data economy, mobility, healthcare and telecoms.
14
conferences
400
most active investors
FACTS 6
SHOW STATISTICS
+ 170
international & regional visitors
+ 15
workshops WHY VISIT? INCREDIBLE NETWORKING, KNOWLEDGE EXCHANGE, AND BUSINESS EMPOWERMENT LEARN ACCESS THE WORLD DISCOVER Witness first-hand revolutionary tech inventions and solutions presented for the first time in the region.
+ 5000 leaders & innovators attending
STATS 7
TRADE
PROFILE: MARKETING MANIA
MARKETING MANIA / marketing + creative technology / 10th October / marketingmaniashow.com As the world moves into a new hyper-connected era, marketing is among the sectors transforming and benefitting the most. Technologies such as AI, 5G and big data offer exciting new possibilities that traditional marketing models don’t. Marketing Mania is designed to help companies take advantage of this shift and to position themselves for a future where consumers are engaged, connected and delighted in innovative and inspiring ways.
+ 40
mentors
400 +
global investors
FACTS 8
SHOW STATISTICS
+ 400k
international & regional visitors WHO VISITS? Middle East’s most proactive marketing professionals all come down to source information on new innovations, strategies, techniques and tips to keep up with the changing trends and transforms their companies and themselves, into leading names within their respective disciplines. 27%
MARKETING DIRECTORS
32%
CHIEF MARKETING OFFICERS
12%
DIGITAL MARKETING DIRECTORS
17%
HEADS OF MARKETING
4500 +
leading brands & enterprises
STATS 12%
MARKETING MANAGERS
9
TRADE
PROFILE: ADIPEC
ABU DHABI INTERNATIONAL PETROLEUM EXHIBITION AND CONFERENCE (ADIPEC) 31st October/ adipec.com The world’s most influential gathering for energy industry professionals. ADIPEC 2022 will accelerate the energy transition, unlock real value in a decarbonised future, showcase ground-breaking technologies and explore actionable strategies and solutions to the challenges and opportunities created by complex global energy market dynamics.
+ 350
conference sessions
+ 28
exhibiting international country pavilions
FACTS 10
SHOW STATISTICS
+ 150k
energy professionals
WHO ATTENDS BREAKDOWN BY COMPANY TYPE* National Oil Companies (NOCs)
23%
International Oil Companies (IOCs)
29%
EPC Contractors
17%
Service Companies
11%
OEM
14%
Energy Transition
6%
2200
exhibitors
STATS 11
In defence of Non-Interactive Media MARCUS MANNS
"It doesn’t talk back. It doesn’t beep or update or invite a click. It doesn’t change based on who’s consuming it. It doesn’t interrupt you, and it begs to not be interrupted. It’s rarer than ever before, and sometimes, we need it."
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This quote comes from Seth Godin, from a blog update waiting in our Inbox one Sunday. And it makes you think; there are many use cases for which traditional forms of media are essential and irreplaceable. For years, there have been design agencies writing about Print vs Digital Media as though it were a raging battle to the death. Print being the traditional and established medium, facing an uphill battle for survival against the inevitable march of progress. It’s not just the creative agencies either. The Print industry itself seems to love this subject. Search online and you’ll find dozens of posts from print companies, all discussing their doomsday extinction event and posing the same question: ‘Is Print Dead?’ Of course, they all reach the same cheery conclusion in the end: ‘Print is most definitely not dead!’
Despite the hype, there is an important point here. Digital media is brilliant. We can organise huge volumes of information. And we can easily interact with a website or app to filter only that nugget of information that we’re looking for. Using Google beats using a Yellow Pages phone directory. When it makes perfect sense, of course Digital media is going to replace Print. But the reverse is equally true. There is often no substitute for print and physical media. In fact, some things demand it.
You might be prompting prospects to interact with online ads, notifications, or emails. But so is everybody else. You sometimes need a non-interactive way of conveying crucial information. The patient information leaflet inside your medicine box. The emergency procedure instructions in your aircraft seat pocket. The ingredients, allergens, and nutritional information on your cereal box. These are instances where interactive media just won’t do. Communicating the value you offer is another. You want to make sure people get the full facts verbatim. No shortcuts, no filtering, no options. Just the complete unabridged version.
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Interactive digital media makes sense when offering choice is beneficial. Non-interactive media is the clear winner when presenting an audience with choice is undesirable.
The same is true of printed media. Phones continue to Reading printed texts results ring, beep and buzz. But when in better speed, accuracy, and they stop, the print material comprehension over digital remains. This makes a huge difference. As physical items, texts. This matters even more print communications can so in the Arabian Gulf, where The competition for attention wait unobtrusively in the English is a foreign language. is different too. Media that background until the reader interrupts is prone to being is ready. It’s a less aggressive interrupted. You might be and more respectful approach, prompting prospects to interact with online ads, but also more enduring and persistent. A physical notifications, or emails. But so is everybody else. Some medium like a brochure is ever-present, it can be have referred to the mobile phone screen as the most in the right place at the right time, even if that’s valuable real estate in the world. And the competition months or years after it was first presented. for that space is the problem. Your content is either on-screen in that moment or it’s gone. Out of sight It asks less of the recipient too. Interactive media and out of mind. Use a digital medium and you’re demands input from the user, they have to choose to competing with hundreds of other interruptions; open up your content. Whether it’s opening an email, messages, calls, alarms, social media updates. It takes opening a file, or visiting your website, interactive one notification to steal away your viewer’s attention. media makes you very reliant on the recipient
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IN DEFENCE OF NON-INTERACTIVE MEDIA
Capture and hold the reader’s interest, with messaging that’s clear and engaging, and comprehensive content that’s understood by all in English and Arabic.
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IN DEFENCE OF NON-INTERACTIVE MEDIA
being motivated enough to take action. If there isn’t any intent, your content isn’t being called up on-screen. Physical communications don’t require that commitment from the reader. They are ready to browse, without any clicking, typing, or navigation being needed to call them into existence. Once your material is in the right hands, your communication goals are so much nearer.
Phones continue to ring, beep and buzz. But when they stop, the print material remains. This makes a huge difference. Comprehension is very much part of the digital vs print debate as well. Numerous studies suggest that reading printed texts results in better speed, accuracy, and comprehension over digital texts.
This matters even more so in the Arabian Gulf, where English is a foreign language to most people. Printed presentations provide a solid marketing foundation. And we boost that effectiveness further with localisation, when we translate, design, and produce bilingual English / Arabic communications. These qualities help make our work especially impactful. When a client goes to the trouble of attending an event, we want everybody they interact with to leave with outstanding print communications in hand; designed to capture and hold their interest, with messaging that’s clear and engaging, and comprehensive content that’s understood by all - in English and Arabic. Printed with care and attention to detail, it should be too good to misplace or discard, a powerful communication tool that’s going nowhere fast.
There is often no substitute for print and physical media. In fact, some things demand it.
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This sales tool works 24 hours, 7 days a week, and will keep you top-of-mind throughout all of 2023 Once a year you get the chance to present people with a custom corporate calendar, a piece of marketing collateral that works year-round. Calendars give your company the opportunity to be in front of your clients every day, building brand awareness and keeping you top-of-mind. This is an investment that will keep on giving. Your company logo and branding should be prominent on the calendar, and you should consider adding a call to action (CTA). Top tip: Make this unique to the calendar and you’ll be able to attribute leads that come in response to the calendar. Choose images that reflect your company, culture, product, or service - images that represent your brand, or will resonate with your target market.
If you’re a travel company, for example, include beautiful photos of destinations around the world. If you’re in construction, images of completed projects will help people to see the quality of your work. You can go way beyond marking the standard dates that every company includes (the usual National and religious holidays). Include any important events that you want to promote, such as product launch dates or industry events that you’ll be attending. This is a great way to generate interest and get people talking about your company. Why not start the New Year off right with a bespoke company calendar? We’re currently designing 2023 calendars in a range of formats; desktop and wall calendars.
Interested in creating a bespoke corporate calendar? Please contact us at: hello@mecs.design
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Characteristics of a good international BRAND NAME MARCUS MANNS
When expanding your business into new international markets, it is important to choose a brand name that appeals to all people. You’ll need to think across ethnic, language, and cultural barriers. There are several key characteristics that make a good international brand name. In this blog post, we will discuss the most important ones. Whether you’re going multinational, or branding for a diverse local market like Dubai, you’ll need an appropriate brand name that: Is considerate of local culture One of the biggest challenges facing brands that expand globally is the need to cater to different local cultures. What works in one country might not work in another, and what is considered normal in one culture can be considered offensive in another. As a result, brands need to be highly aware of the cultural context in which they are operating. They need to understand local customs and traditions. It’s important to understand the people your brand name must appeal to. Who are your target customers? What do they value and admire? And equally, what do they frown upon? You’ll need to take all of this into account when building a successful brand that will be successful in the international marketplace. Do your research and make sure you understand the cultural context in which you’ll be operating.
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Is simple to understand
Isn’t lost in translation
Be clear and intentional about what you want to communicate. A good brand name should be uncomplicated and unambiguous. Slang terms and idiomatic expressions can be confusing, so it is best to avoid them altogether.
Think about how accessible your brand name is across different languages. Can it be easily translated into other languages without losing its meaning or impact? Does it have multiple meanings that could be misinterpreted? If so, you might want to consider a more translatable name. Consider using the founder’s name (think Heinz), or even an invented one.
There are lots of directions you can take when choosing a brand name and it doesn’t necessarily have to mean anything. An invented name, like Google for instance, or an acronym like BMW or IBM. Such brand names might help you sidestep any potential confusion. But if you do want your product or company name to have meaning, make sure it is something that will translate well.
Is easy to pronounce Think about how your brand name will sound in other languages. Can it be easily pronounced by people who don’t speak the same language as you? These are important things to consider when choosing a name for an international market. Imagine two people with no shared language trying to communicate. Perhaps these people are in a store where one is asking the other where to your product. Say “Coca-Cola” or “Kleenex” for example, and pretty much anybody will know what you’re talking about. As a design agency working in the GCC, we mostly work with the two most widely spoken languages, English and Arabic. However, there are also large populations of Farsi, Urdu and Hindi speakers in the region that you might consider having separate translations for.
Say “Coca-Cola” or “Kleenex” for example, and pretty much anybody will know what you’re talking about.
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CHARACTERISTICS OF A GOOD INTERNATIONAL BRAND NAME
Is legally defensible
Fits your long-term plans
You might want to think about protecting your brand name with a trademark. Check that your proposed brand name is available and can be easily trademarked in each of the territories you intend to use it. The process of trademarking a brand name is relatively simple and inexpensive, and can be done entirely online in some countries.
Keep in mind where you want to take your brand in the long term. The truth is, if your brand ends up becoming a global behemoth, you can expect to bump into any number of localisation issues. That’s to be expected when branding name has to work in every market and every language worldwide. The more universal you need the brand to be, the more generic and less meaningful it becomes.
When you have a strong brand name, it becomes an asset that can be used to drive growth and create shareholder value. A well-chosen and well-protected brand name can command premium prices, if and when you choose to sell. In the UAE, you’ll need to check trademark availability with the UAE Ministry of Economy.
But if you’re just starting out and choosing a brand name for a few specific languages and territories, you can be more deliberate with your brand name. It’s planning and foresight that leads to an international brand name having longevity. As long as you’re mindful of where your business might take you, sticking with the principles above will help put your brand on a solid footing.
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LOCALISATION SUCCESSES AND FAILS: examples from famous brand names Here are a few notable cases of multinational corporations attempting to localise their brand names.
Pepsi
Sprite
We’re all very familiar with the name “Bebsi” in the Arabian Gulf. With Arabic having no letter ‘p’, Pepsi substitute the ‘p’s in their brand name for the letter ‘b’. This is common among most Western brand names featuring the letter ‘p’, from Pringles to Hewlett Packard.
In order to successfully branch into new markets, some brands have to go so far as changing their name entirely. When Sprite, a soda drink, entered China, they had to transform their entire brand identity. To localize the product, they changed the name to xuĕ bì. In Chinese culture,’xuĕ’ means snow while ‘bì’ translates directly to blue-green. The combination of these two words strongly suggests freshness–which perfectly mirrors the look of Sprite’s packaging.”
Pepsi’s Arabic Facebook page has close to five million likes, which says a lot about the brand’s popularity in the region. Interestingly enough, “bebsi” also happens to be Arabic slang for a small, rotund person. So every time you drink a Pepsi in the Gulf, you’re essentially calling yourself “chubby”!
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CHARACTERISTICS OF A GOOD INTERNATIONAL BRAND NAME
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Orina, from Target Target’s recent flat-heeled sandals debacle is a case study in how not to launch a new product line. The shoes, branded as ‘Orina,’ were quickly pulled from store shelves and the company’s website after it was discovered that the word means ‘urine’ in Spanish. This misstep could have been easily avoided with a bit of research into the meaning of the word in different languages. As the second-most spoken language in the United States, Spanish should have been given special consideration. The botched brand strategy meant Target was faced with the costly task of renaming and rebranding the shoes. This blunder is a reminder that companies need to be mindful of potential cultural pitfalls when launching new products. Don’t rush to market without completing a proper brand naming process. That should take any relevant foreign languages into account, not least those spoken by your target audience.
Toffifee
IN SUMMARY
Toffifee is a German confectionary brand. When translated into English, the brand name was transliterated as “Toffifay” in the United States. This better matches the German pronounciation, while keeping the spelling of the brand name reasonably close to the actual German name. This makes sense from a branding perspective, but still looks strange to people who know the Toffifee brand name.
International brand names are becoming increasingly important as businesses look to expand their reach into new markets. If you want to build an attractive brand in multiple countries, consider these factors:
• • • • •
The local cultures where you’ll operate Whether the name is easy for diverse audiences to understand Whether the name can be translated without losing meaning or context Whether the name is legally defensible Whether it has good brand longevity that matches your goals
Doing your research and being thoughtful about these elements will help you create a global brand portfolio people will recognise and respect.
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CHARACTERISTICS OF A GOOD INTERNATIONAL BRAND NAME
Chevrolet In the early 2000s, Chevrolet decided to rebrand one of their most popular models, the Chevy Nova. The new name was supposed to signify a new era for the car, but unfortunately, it ended up being a complete flop. In Spanish, Nova means “no go.” As a result, sales in Latin American markets tanked. It was a huge embarrassment for the company, and it ultimately cost them millions of dollars in lost revenue. These days, Chevrolet is much more careful when it comes to choosing names for their products. They conduct
extensive market research to make sure that potential customers will actually be able to pronounce and spell the name of the product. They also avoid using words with multiple meanings, to avoid any potential misunderstandings. As a result of these precautions, Chevrolet has been able to avoid any repeat disasters like the Chevy Nova fiasco.
Still branding shirts with just a company logo? Edge-to-edge designs can take your branding to another level Most businesses create a corporate Polo shirt with a logo embroidered on the chest and leave it at that. We’ve pioneered the use of edge-to-edge fabric printing in the GCC, manufacturing custom shirts in the UAE since 2013. We design and print every shirt from scratch using tailoring patterns, from which panels are cut and sewn. That means we’re able to customise every square inch of material. This results in a company shirt that is both stylish and unique, with zero limitations on your branding. So if you’re looking for a way to stand out from the competition, edge-to-edge printing is the way to go.
Still not convinced? Here are 3 reasons why you should switch to edge-to-edge fabric printing for your next batch of corporate shirts: 1) There are no limits to your design With embroidery, you’re limited to a small area on the chest. With edge-to-edge printing, you can extend your design all the way to the seams. This gives you a lot more room to play with your branding and messaging, such as taglines/slogans or website URLs. 2) Dry-fit base material keep employees cool The base material we use for our edge-to-edge printing is a Dry-Fit pique. This is a lightweight and breathable fabric that wicks away sweat, keeping employees cool and comfortable during long hours. 3) Colours are more vibrant and the print lasts longer We use a sublimation printing process that results in more vibrant colours that won’t fade with washing. And because the ink is embedded into the fabric, the print cannot crack or peel over time the way that screen-prints do.
For corporate shirt design and printing, please contact us at: hello@mecs.design
minimalist packaging design
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Packaging is an important part of marketing a product. It is the first thing potential customers see, and it can be used to create a positive or negative impression of the product. Some companies have started using minimalist packaging to promote their products. What is minimalist packaging, and why are businesses using it? Let’s take a look.
Minimalist packaging is a type of product packaging that uses the minimum amount of materials possible to package a product. This could mean using less overall material, using recycled or recyclable materials, or using fewer components in the packaging design. The goal of minimalist packaging is to reduce the environmental impact of packaging while still protecting the product inside.
Minimalist packaging design can mean 2 things, specifically:
eco-friendly packaging methods that are designed to use as little material as possible. the visual appearance of packaging design, where minimalist branding and elegant graphic design are used to create a clean and uncluttered look. 29
Why is minimalist packaging important? In recent years, minimalist packaging has been growing in popularity. It’s a trend that shows no signs of slowing any time soon, and there are several reasons why.
Minimalist packaging is considered is considered more environmentally friendly There are 4 big reasons that brands who want to promote their ecocredentials have minimalist packaging design on their radar.
First, there is an increasing awareness of
Second, minimalist packaging is
the environmental impact of packaging. It takes a lot of resources to create packaging, and much of it ends up in landfills. Minimalist packaging can help reduce this impact. The Sustainable Packaging Study is carried out by Packaging Digest and Sustainable Packaging Coalition every year. It shows that 92% of consumers feel eco-friendly, biodegradable,
often more recyclable than traditional packaging. This is because it uses fewer materials, and the materials used are often easier to recycle. Paper is the primary material used in minimalist packaging design, and paper can be recycled multiple times. The same study (above) found that 74% of business owners make recycled packaging materials a priority.
Third, minimalist packaging often uses less energy to produce than traditional packaging. This is because it requires less material, and the manufacturing process is often simpler to make. In the UAE, most of the country’s energy is generated from burning natural-gas. And using product packaging that’s less energy-intensive to manufacture helps lower your carbon footprint.
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WHAT IS MINIMALIST PACKAGING DESIGN?
Lastly, customers are becoming more interested in eco-friendly products. They’re willing to pay more for products that are better for the environment. That pricing premium can be a very good reason to consider minimalist packaging. It can be another way to position your company as being environmentally friendly.
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Using minimal packaging materials can be more cost-effective
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WHAT IS MINIMALIST PACKAGING DESIGN?
Another reason businesses are using minimalist packaging is because it can be more costeffective. This is because you use less material overall, and you may be able to get discounts from suppliers for using recycled or recyclable materials. It can also lower shipping, storage, and logistics costs across your business. Unnecessarily bulky product packaging can be one of the things you can improve upon. This is because you’ll be able to fit more products into the same space, and they will weigh less. So, you’ll use less fuel to ship your products, and you’ll be able to store more products in your warehouse.
Minimalistic packaging can be more visually appealing When done correctly, minimalist designs can still convey a high-end look. This is important because, even though customers are interested in eco-friendly products, they’re not necessarily willing to sacrifice style or quality. In a world where products are competing for attention, minimalist packaging can be a way to make your product stand out. Less can sometimes be more, and a simple design can be eye-catching. Plus, customers may perceive minimalist packaging as being more modern and stylish.
Not only can using less packaging material lower your costs, but it can do so without damaging the perceived value of your product. In fact, the packaging (or lack thereof) can enhance the value of your product…
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Customers appreciate easier unpacking The more simple and minimalist your product packaging, the less frustrating it is for the customer to unpack. And this can make a big difference in how they perceive your product and your business. We’ve all been there… trying to open a product, only to be met with frustration because of the packaging. It’s annoying, and it’s something that customers will remember when they think about your products. Amazon is well known for the design of ‘frustration free’ packaging. So, making life easier for them is always a good idea.
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WHAT IS MINIMALIST PACKAGING DESIGN?
Minimalist design can be great for delivering a punchy marketing message Successful graphic design is all about clear messaging, and communicating well. Minimalist packaging design can be a great way to do this because it allows you to focus on a single message and make sure it’s communicated clearly.
It’s also worth noting that customers are bombarded with marketing messages every day. So, if you want your message to cut through the noise, sometimes less is more. A minimalist design can put your product information and messaging centre stage. With less distraction in your design, you can deliver a bold statement that is understood more easily.
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Last but not least, minimalist packaging can be a great way to build a strong brand identity. A well-designed logo and some carefully chosen colors can go a long way in making your brand recognisable. And, if you keep your packaging design consistent, customers will start to associate your brand with minimalism. This can help you build a strong and recognisable brand identity.
Of course, there are some challenges to minimalist packaging design. But, if you’re considering it for your business, we hope this article has given you some food for thought. Minimalist packaging can be a great way to save costs, reduce your environmental impact, and build a strong brand identity. So, it’s definitely worth considering if you’re looking for ways to improve your packaging design.
Minimalist packaging designs can help build a strong brand identity
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WHAT IS MINIMALIST PACKAGING DESIGN?
Popular packaging types Some of the most popular types of minimalist packaging include: Folding cartons: Folding cartons are a type of packaging that’s made from paperboard. They’re usually printed and then diecut, scored, and glued to create a three-dimensional shape. Folding cartons are popular because they’re lightweight and can be shipped flat, which saves on shipping costs. Tubes: Tubes are another type of minimalist packaging that’s popular because they’re lightweight and easy to ship. Tubes are made from paperboard or plastic and can be printed with your branding and product information. Bags: Bags are a versatile type of packaging that can be made from paper, plastic, or fabric. They’re popular because they’re lightweight and easy to ship. Bags can be printed with your branding and product information.
Wraps: Wraps are a type of packaging that’s made from paper or foil. They’re popular because they’re lightweight and can be shipped flat, which saves on shipping costs. Wraps can be printed with your branding and product information. Pouches: Pouches are popular because they’re lightweight and easy to ship. Pouches can be printed with your branding and product information.
Want your packaging to be as attractive as possible? We can help you with that. Our team of experienced and talented designers will work with you to create minimalist packaging that’s more eco-friendly, cost-effective, and in line with your brand values. Our design philosophy is simple – less is more. We believe that when it comes to packaging design, simplicity is key. That’s why all our designs are sleek and modern, using only the most essential elements. We know that good design should be invisible – it should never overshadow the product itself.
Contact us today to get started on your packaging design. Our creative team can help your products to stand out from your competitors, and connect the brand with the consumer. Email: hello@mecs.design
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FLEXOGRAPHY EXPLAINED Flexo stands for flexography or flexographic printing. While offset printing is at the crux of our service offering, we’ve been working with print media for 50 years. And flexography opens up all kinds of branding applications for us as a design agency. So it’s definitely something we’re familiar with. Flexography is not a new process. It was invented in the 19th century (around 1890) and has been used to print newspapers and other publications since the early 20th century. However, it wasn’t until the 1950s that flexography began to be used for printing labels and other packaging materials.
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It has evolved continuously since then and is now one of the most popular printing processes for labels, packaging, and other flexibly printed materials. And it’s no wonder why flexo is so popular – it’s capable of producing high-quality printing reliably at high speeds. It’s relatively simple, versatile, and suitable for printing on a wide variety of substrates.
What does a flexographic printer do? In very simple terms, you can think of the flexographic printing process as a cylindrical rubber stamp, albeit an automated one. A flexographic printer is a type of web press (meaning reel-fed), consisting of these main components:
• •
an impression cylinder a flexible printing plate
• •
an anilox roller a fountain cylinder and attached ink tray
How flexo printing works step by step: 1. The flexography process begins with the creation
3. As the press runs, all cylinders counter-rotate. A
of a flexo printing plate. Previously made from rubber, flexo plates are typically made from flexible photopolymer, which is a light-sensitive material that hardens when exposed to ultraviolet (UV) light. Today, modern ‘Computer-to-Plate’ technology (CTP) is used, which means that the image can be created directly from a digital file.
fountain cylinder spins in an ink tray and coats the spinning anilox cylinder with a thin coating of ink.
2. The flexo printing plate is mounted on the press.
through the press, where the impression cylinder presses it firmly against the flexo printing plate. This transfers the image to the substrate continuously and is repeated for each colour ink separately, in series.
It sits between the anilox roller on one side and the impression cylinder on another.
4. Primed with its coating of ink, the spinning anilox cylinder then primes the attached flexo plate with a thin coating of ink.
5. The substrate (material being printed on) is fed
The flexo print process is continuous, meaning that the substrate is reel-fed into the machine, and prints are produced continuously at high-speed.
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What inks are used in flexographic printing? There are four common varieties of flexographic inks: water-based, solvent-based, ultraviolet (UV) and electron beam (EB), and oil-based. Each type of ink has its own benefits and drawbacks, so it is important to use the right type of ink for your particular application. A deep-dive into flexographic inks can be found here. Water-based inks are the most commonly used type of flexographic ink. They are composed mainly of water and pigment, with assorted additives like defoamers and agents to aid in drying and adhesion. They are most often used for corrugated packaging. Solvent-based inks are another popular option for flexographic printing. They provide good colour saturation and can adhere to a variety of substrates. Solvent-based inks have a lower surface-tension and are commonly used to print plastic carrier bags, cellophane, and plastic films.
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UV curable inks are cured using ultraviolet light, rather than being dried by evaporation like water-based inks. This process makes UV inks much more resistant to smudging and scratching, making them ideal for applications where high print quality is required. Oil-based inks are the least common type of flexographic ink. They provide good color saturation and can adhere to a variety of substrates. They can be used to print publications.
What can flexography print on? Flexographic printing is a versatile printing method that can be used for a wide range of applications. It is unique because of the variety of materials it can print on, including paper, cardboard, metallic foils, and plastic films like cellophane.
FLEXOGRAPHY EXPLAINED
Why is flexography used? Flexo printing is a high-speed, high-volume printing process that is capable of printing large quantities of flexibly printed materials very quickly and efficiently.
Advantages
Disadvantages
Flexo printing is a very versatile printing process. It can print on a wide variety of substrates, including paper, cardboard, plastic film, and metallic foil (importantly non-porous substrates)
Flexo printing plates are expensive to produce, making frequent plate changes impractical (plates can last for millions of impressions when properly cared for)
Capable of high-speed, high-volume printing. Flexographic printing presses can print at speeds of up to 2000ft per minute.
Flexo printing can be limited by the amount of ink that can be transferred to the substrate
Flexography produces sharp details and bright colours Flexo printers can be configured to carry out numerous processes in one pass. Besides printing, additional stations can varnish, laminate, die-cut, hot foil, perforate, sheet, or coat. This saves time and labour, lowering costs
Anilox rollers can become clogged with ink, which can cause smudging or streaking The quality of flexo printing can vary depending on the skill of the operator and the condition of the flexographic press Flexo printing is not well suited for very small print runs or for printing on porous substrates such as cloth or tissue paper
Flexographic presses are relatively low-cost, simple, and easy to run, maintain, and operate. Training operators is simpler than for other types of presses
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FLEXOGRAPHY EXPLAINED
Why is flexography used for packaging? Picture the shelves of your local supermarket or convenience store. Pick up any product wrapped in printed cellophane packaging and you’re most likely looking at flexographic printing. In fact, the carrier bags are no different. Flexo is the printing process of choice when it comes to high-speed, high-volume printing on thin, flexible materials. Flexography is used for packaging because it offers a number of advantages over other printing methods. It is capable of high-speed, high-volume printing, relatively cheaply. And can be configured to carry out numerous processes at once.
Flexography is used for food packaging in particular because it can be used to print nonporous materials like foil, cellophane, and plastic. This makes flexo an ideal printing method for packaging that needs to be moisture-resistant or airtight.
Put flexographic printing to work for your brand We work with 2 preferred flexo printers in Dubai, both are presses inspected and vetted in-person by our team. Flexography gives us the versatility to design and print incredible packaging. It’s unique because of the variety of materials it can print on, including cardboard, plastic films, and metallic foil. And it’s one more way to supercharge your brand’s presence. 42
Our Work
“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” Steve Jobs
CUISINE ROYALE Localised food packaging for the retail of European baked products in the region.
Using only the finest ingredients, Cuisine Royale has developed a delicious range of premium European bakery products that includes artisan and traditional breads, muffins, donuts, cookies, brownies and pastries. Cuisine Royale contacted us with regards to the bespoke packaging required for this upmarket product offering, to retail at supermarkets and retail outlets throughout the Arabian Gulf.
We also prepare all the export documentation needed to keep their supply chain moving in Kuwait, Saudi Arabia, and the UAE.
Working from distinctively branded black and magenta artwork, we handle the manufacture of packaging for Cuisine Royale’s range at regular intervals - as and when required. At relatively short notice, we produce waxed paper and cellophane bags as well as cake box lining sheets - consistently matching Cuisine Royale’s corporate colours and premium standards.
providing a reliable platform to build from.
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As a new business working to establish its brand, Cuisine Royale requires a flexible and supportive print supplier, ready to react to the constantly changing demands of retail. Regular reprints keep packaging stock levels and up-front costs to a minimum,
OUR WORK
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DEUTSCHE BAHN Confidential and time-sensitive, this handcrafted presentation set delivered DB’s bilingual bid submission documents to Etihad Rail. The GCC Railway is a monumental project and one of the most exciting infrastructure projects in the world today. Etihad Rail is making rapid progress with its 1,200 km network that will span each of the seven emirates at an estimated cost of 40 Billion Dirhams (80 billion Euros).
CONTRACT OPPORTUNITY: Operational consultancy services for Stage One and Stage Two. This contract provides the structure, functions and characteristics of freight and passenger rail to inform the design and operational phases.
THE RESULT: Based on this submission an agreement was signed by Etihad Rail Vice-Chairman, Mattar Mohammed Al Tayer, and DB Schenker Rail CEO, Alexander Hedderich.
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Please pass on my sincere thanks to your team, who worked tirelessly in support of our bid submission to Etihad Rail. As I said at the time of delivery, the quality of the final leatherwork was astonishing and many people within Etihad Rail have commented on the extraordinary level of presentation which we achieved. Very few companies have the ability, capacity, and the professional expertise to deliver a presentation of this standard with copy still changing less than 24 hours earlier. I look forward to hearing some positive news from Etihad Rail in due course, however, I am sure we will work together on other projects as they materialise.
Arash Mirzaei Dipl. Ing. Regional Director
JOB DETAILS: 12 Page
Brochure.
2 Page
Leaflets,
6
Annual Reports.
We packaged these documents inside 5 presentation folders, custom-designed a
OUR WORK
large bid submission cases and over numerous and hand-crafted for the task.
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A LOOK INSIDE
THE STUDIO MARISA MANNS
What We’re Watching
What physics taught me about marketing Dan Cobley
Physics and marketing don’t seem to have much in common, but Dan Cobley is passionate about both. He brings these unlikely bedfellows together using Newton›s second law, Heisenbergs uncertainty principle, the scientific method and the second law of thermodynamics to explain the fundamental theories of branding. Dan Cobley is a marketing director at Google, where he connects customers and businesses. www.ted.com
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What We’re Working On
2023 Calendars It’s that time of year already. We’re creating corporate calendars of all shapes and sizes. Desk/wall and tent calendars. Wall / desk planners Finding inventive new ways to set a company calendar standout from basic everyday templates is always interesting. We make use of vivid spot colours, shimmering metallic inks, and glossy spot UV finishes. Usually finishing off with custom-designed packaging.
What We’re Reading
The Practice Seth Godin
This magazine was partly inspired by this book. The Practice will help you get unstuck and find the courage to make and share creative work. Godin insists that writer’s block is a myth, that consistency is far more important than authenticity and that experiencing the imposter syndrome is a sign that you’re a well-adjusted human. Most of all, he shows you what it takes to turn your passion from a private distraction to a productive contribution, the one you’ve been seeking to share all along.
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TRADE IHF WORLD HOSPITAL CONGRESS 9th November/ worldhospitalcongress.org
ISM MIDDLE EAST (YUMMEX ME) 8th November/ dwtc.com/en/events/ism-middle-east-2022
SHARJAH INTERNATIONAL BOOK FAIR 2 November/ sibf.com
SAUDI INTERNATIONAL RESTAURANTS & FOOD SERVICE SHOW 7th November/ saudirestaurantshow.com
11 / 22
PRIVATE LABEL AND LICENSING MIDDLE EAST 8th November/ prime-expo.com
INTERNATIONAL JEWELLERY AND WATCH SHOW (JWS) 9th November/ jws.ae
THE SPECIALITY FOOD FESTIVAL 9th November/ dwtc.com/en/events/thespeciality-food-festival-2022
ABU DHABI AIR EXPO 1 November/ adairexpo.com SAUDI AIRPORT EXHIBITION 7 November/ saudiairportexhibition.com
GULF HOST 8 November/ gulfhost.ae
BAHRAIN INTERNATIONAL AIRSHOW 9th November/ bahraininternationalairshow.com
GULFOOD MANUFACTURING 8th November/ dwtc.com/en/events/gulfoodmanufacturing-2022
TAWDHEEF RECRUIT SHOW 2022 14th November/ https://informaconne tawdheef
HR SUMMIT & EXPO 14th November/ informaconnect.com/hr-summit-expo
START IHF WORLD HOSPITAL CONGRESS 9th November/ worldhospitalcongress.org
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SHOW SCHEDULE
WORLD TOBACCO MIDDLE EAST 15th November/ wtprocessandmachinery.com
AUTOMECHANIKA DUBAI 22nd November/ automechanika-dubai. ae.messefrankfurt.com
FUTURE DATACENTRES & CLOUD INFRASTRUCTURE SUMMIT 16 November/ futuredatacentre.com
THE MINING SHOW 15 November/ terrapinn.com
GLOBAL EDUCATIONAL SUPPLIES & SOLUTIONS 15th November/ gessdubai.com
DUBAI INTERNATIONAL CONTENT MARKET 23 November/ dicm.ae
GLOBAL MEDIA CONGRESS 15th November/ globalmediacongress.ae
SAUDI BUILD 14th November/ Saudi-Build.com
TMENT
GULF INTERNATIONAL FLOWERS & GARDENS EXHIBITION 21st November/ adnec.ae/en/eventlisting/gulf-internationalflowers-and-gardens-exhibition
JEWELLERY ARABIA 22nd November/ jewelleryarabia.com PAPERWORLD MIDDLE EAST & PLAYWORLD VILLAGE 15th November/ paperworld-middle-east.ae.messefrankfurt.com
ect.com/ ACCESSABILITIES EXPO AND DUBAI ACCESSIBLE TRAVEL AND TOURISM INTERNATIONAL SUMMIT 15th November/ accessabilitiesexpo.com
SMART DATA SUMMIT PLUS 16 November/ bigdata-me.com
CITYSCAPE GLOBAL 21st November/ cityscapeglobal.com
FURNITURE360 29 November/ furniture360.ae
ABU DHABI INTERNATIONAL BOAT SHOW 24th November/ adibs.ae
INTERNATIONAL APPAREL & TEXTILE FAIR 28th November/ dwtc.com/en/events/the-internationalapparel-and-textile-fair-2022
DATES 7
Opportunity is won or lost on the strength of your marketing
For 25 years mecs has specialised in bilingual English / Arabic design and print. Starting out in Kuwait, our work quickly stood apart, and our services were soon sought by some of the most respected names in Arabian business. Reknowned for clear communication, elegant design, and outstanding production quality; clients turn to us for presentations that matter. We have worked across countless industries, with clients spanning the entire Arabian Gulf, the U.S., UK, and Europe.
middle east creative services Website: www.mecs.design Email: hello@mecs.design
Today we have a design studio located in Devon, South West England, while our customer base remains based in the GCC.
Facebook: www.facebook.com/mecsdubai
We continue to welcome new clients across the Gulf region.
Instagram: www.instagram.com/ mecs.design/
LinkedIn: www.linkedin.com/company/ mecsdesign
Twitter: www.twitter.com/mecsdesign