Full Colour Tear Tape Reinforces 'Cleopatra's' Regal Image

Issued: 28 March 2008

A colourful and extremely visible tear tape from Payne – which utilises the full capability of its 10-station printer – has not only enabled the easy opening of Cleopatra Molasses’ packaging, but has also enhanced the manufacturer’s branding and communications.

The molasses, which has been launched for export markets, is available in many flavours including Strawberry and Sweet Melon.

“We were looking to reinforce branding at the point of opening, and decided that Payne’s tear tape would be the ideal way to achieve this objective. Payne created a colourful and attractive tape which we believe not only reinforces, but develops the existing branding of the product,” comments a representative of Eastern Company, the Cleopatra brand owner.

Payne was able to utilise its full 10-station print in the production of the tear tape which, along with the unusual 8mm width, has resulted in a visually impressive end product.

The tape strengthens and complements Cleopatra’s current branding, using an eye-catching yellow background colour with Cleopatra’s head repeated down the length of the tape. The phrase ‘Original Eastern Company’ is printed on the reverse of the tape for further reinforcement.

“We were delighted to have the opportunity to showcase our printing capabilities when creating the tear tape for Eastern Company, and believe that our 10-station print has given the Cleopatra Molasses packaging a striking look whilst successfully reinforcing the brand identity,” comments Alastair Murdoch, European Sales Manager - EMEA at Payne.