A Luxurious Look for Luxurious Products

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The Steuben Catalog Mailer Goes from Ordinary to Extraordinary

Problem:

Since 1903, Steuben Glass has been renowned for its unique, handmade products. The company was using an-off-the shelf, lightweight plastic envelope to mail their prestigious ½” thick perfect bound catalog, which often arrived damaged because of inadequate protection. The mailer did not reflect either the high-quality catalog or the company’s elite identity. Steuben needed more than an envelope. The company needed a sturdy, but elegant presentation piece to protect the contents and complement the prestigious products showcased inside.

Solution:

Steuben turned to Conformer Products. The result was a four-color paperboard mailer that was customized to fit the unique dimensions of the catalog. The envelope featured a convenient tuck-tab closure and Steuben-branded artwork that complemented the elegant design of the catalog itself. In addition to protecting the high-quality contents during mail processing, the mailer evolved into a presentation case that encouraged recipients to keep both pieces together.

This stunning solution earned a 2008 PEAK (Print Excellence and Knowledge) Award for Commercial Printing, Envelopes and Mailers. Judges called it a “beautiful piece” that would entice recipient to open it and see what was inside.

The Conformer Advantage:

“First impressions are critical, especially with luxury products. Every aspect of the presentation now measures up to the Steuben image,” said Marvin Makofsky, president of Conformer. “We transformed their catalog packaging from ordinary to ex-traordinary, taking it from a Ford to a Mercedes.”

by Bob Makofsky

www.conformer.com

About Bob Makofsky

Bob runs operations and marketing and is Conformer’s resident postal expert. Bob has over a dozen years of entrepreneurial experience in the technology industry, in both marketing and business development roles ranging from negotiating $100 million-plus contracts nationally and abroad to developing marketing campaigns. He is regularly featured in print and packaging trade magazines on innovation. Bob is a competitive cyclist and longtime member of the Century Road Club Association in Central Park, competing in the Empire State Games (2007, 2008). Bob graduated from the University of Denver.
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