What does it do?
Gmund Action is designed for high-end applications where the paper is required to add an extra something special to the finished product.
The sheet has a finely textured, fabric-like surface, enhanced with mica for subtle sparkle and is available in 10 shades encompassing white, pastels, brights and deep rich colours. The colours are Electric Blood, a vivid red; Pastel Heart Attack, in both fluorescent and baby pink; Vibrant Arsenic and Nuclear Acid bring a neo-punk punch to yellow and green. Alpine Sparkling Water (lilac), Crystal Vanilla Sorbet (beige) and Clear Blue Sky (blue) have a pearlescent gleam. Night Offshore Blue and Dark Silver Cloud are lustrous on one side, black on the other; while Go To Hell Black is deep matt black.
When was it launched and what markets is it aimed at?
GF Smith introduced Action in 2012. Applications for the board, which is available in weights between 300gsm and 430gsm, depending on the finish, include brochure covers, folders, cards, tags, and invitations.
How is it made?
The range is manufactured in Bavaria in Germany by Gmund. It is an FSC-certified grade that is acid-free and pH neutral. It is embossed to provide the subtle surface texture while a combination of coating and dyeing is used to obtain the different finishes and colours.
How does it differ from previous papers?
According to GF Smith sales manager Margaret Sweeney, prior to Gmund launching Action there was a gap in the merchant’s range. “Every summer we’d get asked, especially by fashion brands, for pastel metallics,” she says.
While Action is described as being very on-trend, Sweeney adds that GF Smith believes its attributes mean it has staying power too.
What is the USP?
It’s a bit like your normally straight-laced posh aunt letting go after a festive tipple. The substantial weight, subtle texture, pearlescence and sparkly mica particles are all gloss and glitz, while the searingly bright and deep colours and the rich black shades all reveal a wilder side, that is as welcome as it is unexpected.
How easy is it to use?
Action can be printed using litho, silk-screen and letterpress. As the surface isn’t permeable fully oxidising inks must be used, with an allowance for a minimum of 48 hours of drying time. The paper is not recommended for digital printing, although some printers have succeeded in printing it using HP Indigos.
If hot foil stamping is to be applied then care must be taken with the metallic finishes to prevent oxidisation by applying a varnish under any foil.
What support is on offer?
“We work with brands and become part of their team as far as possible to help select the right paper for a job,” says Sweeney. “We will advise on the requirements for printing and finishing.”
In addition to working with designers and end-clients GF Smith’s specialists also work with printers, including technical support and test sheets for fine-tuning production.
How much does it cost?
As the target is the very top of the market – think the high-end of couture, or Savile Row tailoring rather than the high street – Action doesn’t come cheap, costing significantly more than commodity grades. Giving a ballpark is hard too due to the wide range of prices based on the finishes, weights and sizes. But as Sweeney says “it’s more expensive still if a paper doesn’t deliver the required result”.
What is the sales target?
As it’s a bespoke product with a price premium, Action is never going to sell in high volumes, and that’s in part the point, as it would lose its exclusivity.
SPECIFICATIONS
Weights 310gsm, except Go To Hell Black (300gsm) and Vibrant Arsenic and Electric Blood (430gsm)
Environmental accreditation FSC
Sheet sizes 700x1,000mm, plus envelopes
Print processes Litho, screen and letterpress
Finishing processes Hot foiling, embossing, die-cutting
Price On application, depends on weight, finish and size
Contact GF Smith 01482 323503 (Hull), 020 7394 4660 (London) www.gfsmith.com
ALTERNATIVES
Arjowiggins Curious
Arjowiggins’ Curious range includes a wide variety of more ‘out-there’ shades, finishes and textures, including metallics and pearlescents. In the UK the range of papers and matching envelopes are supplied via sister merchant Antalis. It also includes a digital range with separate products for Indigo and dry toner presses.
Weights 85-380gsm
Environmental accreditation FSC (awaiting confirmation)
Sheet sizes SRA3, SRA2, SRA1, B1 and envelopes
Contact Antalis 0870 607 9014 www.antalis.co.uk
Cordenons Stardream
Italian mill Cordenon’s Stardream is a metallic, iridescent and pearlescent paper available in up to 32 colours from Amethyst to Vista, which includes pastels and strong colours. It is available in six weights from 110gsm-340gsm, although only the 120gsm and 285gsm weights are available in all colours.
Weights 110,120, 240, 285 & 340gsm
Environmental accreditation FSC
Sheet sizes 1,020x720mm plus envelopes
Contact Fenner Paper 01732 771100 www.fennerpaper.co.uk
Fedrigoni Sirio
Fedrigoni’s Sirio is available in a range of rich colours, including Ultra Black; a new shade that it claims is the darkest paper available and which, the manufacturer says, exceeds the density of Action’s Go To Hell Black. Its metallic, Sirio Pearl, is available in 15 shades.
Weight 110, 125, 230, 300, 350, 480 and 700gsm
Environmental accreditation FSC
Sheet sizes 720x1,020mm and 700x1,000mm plus envelopes
Contact Fedrigoni UK 0845 071 4408 www.fedrigoni.co.uk
USER REVIEW
“When I first saw Gmund Action I could only thank GF Smith for giving me an outstanding collection of colours, fine texture, and great names that I could run and share with our clients. Against the odds we digitally printed it - CMYK and white ink” 4.5/5
Paul Regan Director, FE Burman
