GB2485820A

GB2485820A - Tobacco package or cigarette packet with variable image, e.g. lenticular image or hologram.

Info

Publication number: GB2485820A
Application number: GB1020016.0A
Authority: GB
Inventors: Steve Lunn; David Villiers; Chris Riley; Adam Griffiths
Original assignee: British American Tobacco Holdings Ltd
Current assignee: British American Tobacco Holdings Ltd
Priority date: 2010-11-25
Filing date: 2010-11-25
Publication date: 2012-05-30
Also published as: GB201020016D0

Abstract

A tobacco industry package, e.g. cigarette packet, has a display element 13 which is configured to present different images when viewed from different angles, e.g. oval or star. In particular, the display element may be a hologram or a lenticular lens with a corresponding interlaced image. The display element may be configured to display a third image when viewed from a third angle. The images may form a three-dimensional image.

Description

Tobacco Package

Field of the Invention

The invention relates to a tobacco industry package configured to change appearance when viewed from different angles.

Background to the Invention

The tobacco industry is an industry in which the circulation of product information is often limited by regulation. As such, unlike other industries, the tobacco industry is frequently unable to use normal channels in order to provide information to their customers.

One place where such information can generally be provided is on the packaging in which tobacco industry products are sold. Packaging also allows for visual differentiation of one product from another.

Current tobacco packaging generally bears markings to indicate the type, origin and authenticity of the tobacco products contained within, as well as other product information. The markings are generally printed on the exterior surfaces of the packaging so that they are visible to consumers. However, the small size of tobacco packaging means that the amount of information that can be provided is severely limited by the available surface area of the package. It would be advantageous to be able to increase the amount of product information available to the consumer.

Summary of the Invention

According to the invention, there is provided a tobacco industry package having at least one display element configured to present different images when viewed from different angles.

The at least one display element may be configured to present a first image when viewed from a first angle and a second image when viewed from a second angle different to the first angle.

The at least one display element may be configured to present the first image when viewed from any angle in a predetermined first range of viewing angles and to present the second image when viewed from any angle in a predetermined second range of viewing angles.

Optionally, the first and second ranges of viewing angles do not contain any of the same viewing angles.

The at least one display element may be configured to present a third image when viewed from a third angle different to the first and second angles.

The at least one display element may be configured to present the third image when viewed from any angle in a predetermined third range of viewing angles.

Optionally, the third range of viewing angles does not contain any of the same viewing angles as the first and second ranges of viewing angles.

The at least one display element may be configured to present three dimensional images.

The at least one display element may comprise a hologram.

The at least one display element may comprise a combination of a lenticular lens and an interlaced image.

The at least one display element may be configured to create the first and second images by reflecting light incident on the surface of the element.

The at least one element may be provided on an outwardly facing surface of the package.

The at least one display element may comprise a plurality of display elements.

The display elements may comprise a first set and a second set of display elements.

The first set of elements may be configured to present a different image to an image presented by the second set of elements when the package is observed from a particular viewing angle.

If the package is rotated through a predetermined rotation angle, a plurality of the display elements may be configured to change from presenting an initial image to presenting a different image at a particular rotation angle of the package when observed from a fixed reference position.

The package may contain a tobacco product.

The tobacco product may comprise a plurality of cigarettes.

The package may be a cigarette package.

The package may be a carton for containing a plurality of individual tobacco packages.

According to the invention, there is also provided a method of manufacturing a tobacco industry package, comprising applying at least one display element configured to present different images when viewed from different angles to a surface of a blank for the package, and forming the tobacco industry package from the blank.

Brief Description of the Drawings

Figure I is an illustration of a tobacco industry package in an open configuration and a plurality of cigarettes.

Figure IA is an illustration of a tobacco industry package in an open configuration.

Figure 2 is an illustration of a tobacco product container for a tobacco industry package.

Figure 3 is an illustration of a tobacco industry package in a closed configuration.

Figure 4 is an illustration of a tobacco industry package having a display element presenting a first image when viewed from a first viewing angle.

Figure 5 is an illustration of a tobacco industry package having a display element presenting a second image when viewed from a second viewing angle.

Figure 6 is an illustration of a first image of an object presented by a display element of a tobacco industry package.

Figure 7 is an illustration of a second image of an object presented by a display element of a tobacco industry package.

Figure 8 is a flow diagram of a method of forming a tobacco industry package with heat reactive indicia.

Detailed Description of Exemplary Embodiments

For exemplary purposes only, embodiments of the invention will now be described with reference to Figures I to 8.

An example of a tobacco industry package 1 is illustrated in Figure 1. Another example is illustrated in Figure IA. As can be seen, the package I may comprise a substantially parallelepiped container 2 and a hd 3 hinged from an upper portion of the container 2 for opening and closing the package I. The container 2 may have internal dimensions designed to accommodate a plurality of smoking articles such as cigarettes 4, for example ten or twenty cigarettes 4. However, it will be appreciated that the depth, width, length and shape of the package 1 can be varied to accommodate any desired number of cigarettes 4 or other type of tobacco product. For example, the term "smoking article" used herein may include smokeable products such as cigarettes, cigars and cigarillos whether based on tobacco, tobacco derivatives, expanded tobacco, reconstituted tobacco or tobacco substitutes and also heat-not-burn products.

As shown in the Figure 2, the container 2 comprises a front wall 5, a rear wall 6, a first side wall 7, a second side wall 8 and a base wall 9. It also comprises an open end 10 opposite the base wall 9 through which cigarettes 4 or other smoking articles can be inserted into or removed from the container 2. The walls 5, 6, 7, 8, 9 of the container 2 define an internal cavity 11 in which the cigarettes 4 or other smoking articles can be accommodated and stored. Therefore, optionally, the container 2 may include a plurality of cigarettes 4 or other smoking articles.

The lid 3 is moveable between an open configuration and a closed configuration.

Examples of the open and closed configurations of the lid 3 are shown in Figures 1, IA and 3 respectively. More specifically, the lid 3 may pivot about a hinge line 12 on the rear wall 6 of the package I between these two configurations. In the closed configuration, the lid 3 covers the open end 10 of the container 2 and therefore prevents access to the cavity 11. In the open configuration, the lid 3 is hinged away from the open end 10 of the container 2 and allows consumers to access cigarettes 4 contained within the cavity II.

The exterior of the package I comprises at least one display element 13, for example a plurality of display elements 13. The elements 13 can be used to reveal objects such as messages, shapes and symbols that are only visible when the package 1 is viewed from a particular viewing angle. Examples of suitable display elements 13 are discussed below.

The element 13 may be provided on an outwardly facing surface of one or more of the front wall 5, rear wall 6, first side wall 7, second side wall 8 or base wall 9 of the container 2, or on an outwardly facing surface of the lid 3. The element 13 may additionally or alternatively be provided on an inwardly facing surface of the lid 3 so that the element 13 becomes visible when the lid 3 is moved from the closed configuration shown in Figure 3 to the open configuration shown in Figure 1 and Figures 4 to 6. Each element 13 may be fixed to the surface of the package I using any suitable means, for example adhesive, or may be integrated into the structure of the package I. Alternatively, the elements 13 can be printed directly onto the surface of the package I. The element 13 may be configured to present different images when viewed from different angles. For example, the element 13 may be configured to show a first image when viewed from a first viewing angle and second image when viewed from a second viewing angle.

This is shown in Figures 4 and 5, which illustrate images of an oval and a star displayed by the same element 13 viewed from different angles. The element 13 may also be configured to show a third image when viewed from a third angle, a fourth image when viewed from a fourth angle and a fifth image when viewed from a fifth angle. The skilled person will appreciate that the element 13 may be configured to present any number of different images when viewed from a corresponding number of different viewing angles.

The different images may be of different objects. Alternatively, each of the images may be a different image of the same object. For example, the first image may be an image of a first view of a particular object whilst the second image may be an image of a second view of the same particular object. The second image is therefore different to the first image.

The same principle may apply to the third, fourth, fifth and all further images presented by the display element 13. In this way, if a person views the element 13 continuously whilst changing their viewing position relative to the position of the element 13, the person may observe a series of sequential images. If the images are different views of the same object, the series of images may be viewed in sequence to create an animation effect for the object.

This can give the impression that the object in the images is moving. The animation of the object may be observed by changing the angle from which the element 13 is being observed whilst continuously watching the element 13. Alternatively, a series of images may be used to give the impression that the object is changing in some other way. For example a series of images may be used to give the impression that only a part of the object is moving, that the object is getting bigger or smaller, or that the object is changing in shape or form.

Similarly, if the different images are images of different objects, the different objects can be viewed in succession by changing the viewing position relative to the position of the display element 13 and the package 1.

The images may be two or three dimensional images and the object(s) in the images may comprise one or more scenes. Additionally or alternatively the object(s) in the images may comprise text, pictures, symbols and/or shapes of any kind.

The display element 13 may comprise a hologram 13. The hologram 13 is discussed below in the context of a reflection hologram 13 as is known in the art. However it will be appreciated by the skilled person that the hologram 13 could alternatively comprise another type of hologram such as a transmission hologram, as is also known in the art.

The hologram 13 may be configured to create a three dimensional image when white light reflects off of its surface. A person can observe different three dimensional images by observing the hologram 13 from different angles. For example, if the hologram 13 presents three dimensional images of a particular object such as a cube, a person may observe a first three dimensional image of the cube when viewing the hologram 13 from a first viewing angle and a second, different three dimensional image of the cube when viewing the hologram 13 from a second, different viewing angle. This is shown in Figures 7 and 8, which illustrate different perspective views of the cube corresponding to images presented by the hologram 13 when viewed from different viewing angles.

The display element 13 may additionally or alternatively comprise a lens arrangement in combination with a two dimensional (2D) image. For example, the display element 13 may comprise a lenticular lens in combination with an interlaced image, as is known in the art. The interlaced image may be printed onto a rear, smooth face of the lens.

Alternatively, the interlaced image may be printed to a substrate such as a synthetic paper and laminated to the rear face of the lens. As with the hologram 13, the combination 13 of the lens and the 2D image is configured to present different images depending on the adopted viewing angle. When viewed from a first angle, the combination 13 presents a first image. When viewed from a second angle, the combination 13 presents a different, second image. An example of this is shown in Figures 4 and 5 referred to above. As with the examples previously discussed, the combination 13 of the lens and the 2D image may present a series of any number of different images when viewed from a corresponding number of different viewing angles. The images can be of the same or different objects, and can be used to create an animation effect or other effect as previously discussed. The angle through which the observer must move for the image presented by the display element 13 to change from one image to the next may be varied by adjustment of the lens and the interlaced image, as is known in the art.

The difference between the first angle and second angle referred to above may be defined in terms of angle changes in a vertical and/or horizontal direction. For example, the image presented by the display element 13 may change from a first image to a second image when the viewing angle is changed by a predetermined plurality of degrees in a horizontal direction. Alternatively, the image presented by the display element 13 may change from a first image to a second image when the viewing angle is changed by a predetermined plurality of degrees in a vertical direction. Alternatively, the image presented by the display element 13 may change from a first image to a second image when the viewing angle is changed by predetermined pluralities of degrees in both horizontal and vertical directions.

The display element 13 may be configured to present the same image over a range of viewing angles. The element 13 may present a different image when a boundary viewing angle is reached. For example, the element 13 may be configured to present a first image when viewed from a first range of angles and to present a second image when viewed from a second range of angles. The magnitude of both of the first and second angle ranges may be predetermined, for example approximately thirty degrees. The upper boundary angle of the first range may be substantially equal to the lower boundary angle of the second range, such that the first and second angle ranges do not overlap. That is to say, the first range of angles may not comprise any angle that is comprised within the second range of angles.

More specifically, starting from a reference position, the element 13 may present a first image when viewed from any angle within a predetermined range in a horizontal direction either side of the reference position. This may be fifteen degrees either side of the reference position, for example. Additionally or alternatively, the element 13 may present the first image when viewed from any angle within a predetermined range in a vertical direction either side of the reference position. This may also be fifteen degrees either side of the reference position, for example. If the viewing position is changed by more than the predetermined angle range, the element 13 may present a second image. The second image may be visible for a further predetermined angle range until another boundary angle is reached. The element 13 may then present a third image, which can be observed in a third range of angles similar to the first and second ranges described above. The third range of angles may not overlap the first and second ranges, such that the first, second and third ranges do not contain any of the same viewing angles.

If a plurality of display elements 13 are provided, the display elements 13 may be divided into groups or sets. Each element 13 in a particular group or set of elements 13 may have corresponding image display qualities, so that each element 13 is configured to display the same image when the package 1 is viewed from a particular angle. For example, the display elements 13 may comprise a first set 17 of elements 13 and a second set 18 of elements 13.

The elements 13 in the first set 17 may have different image display qualities to the elements 13 in the second set 18.

The elements 13 in the first set 17 may be configured to present a first image when the package 1 is viewed from any angle in a first range of angles and to present a second image when the package I is viewed from any angle in a second range of angles. As described above the magnitude of both of the first and second angle ranges may be approximately thirty degrees, although any range can be chosen. The upper boundary of the first range may be substantially equal to the lower boundary of the second range.

Meanwhile, the elements 13 in the second set 18 may be configured to present a third image when the package I is viewed from a viewing angle in the first range of angles and to present a fourth image when the package 1 is viewed from a viewing angle in the second range of angles.

Alternatively, the boundary angles and hence angle ranges may be different for the first set 17 of elements 13 than they are for the second set 18 of elements 13. Optionally, the boundary angles for each element 13 may be dependent on the position of the element 13 on the surface of the package 1. In this way, all or a subgroup of the elements 13 may be configured to appear to an observer to change from one image to another image at the same time when the observer changes the angle from which he is observing the package 1.

The display elements 13 allow a plurality of images to be presented from a single area of the package 1, which would not be possible with the conventional printing techniques currently used in the tobacco industry. This allows for a potentially large increase in the amount of information that can be provided on the limited surface of a tobacco package 1, and therefore a more effective use of the package 1 than is currently the case.

-10 -Referring to Figure 8, the tobacco industry package I may be manufactured by adhering one or more display elements to the package I in a production process. For example, conventional blanks for the package I may be passed through a suitable adhering apparatus configured to adhere one or more of the elements 13 onto the surface of each blank using a suitable adhesive. If sets 17, 18 of elements 13 are used, these may be applied to the blanks by separate applicators. Following the application of the one or more elements 13 to the blanks, the blanks can be assembled into packages I by folding and gluing the blanks in a conventional manner. Alternatively the elements 13 can be printed onto the surface of the package 1.

It wifi be appreciated that although the package I has been described in terms of a hinged-hd cigarette package 1, the package I could alternatively comprise any other type of tobacco industry package 1. For example, the package I may comprise other types of tobacco product packages I such as a loose tobacco package, a cigar package, a cigarillo package, a snus package or a snuff package. Alternatively, the package 1 may comprise a carton adapted to contain a plurality of individual tobacco product packages, for example ten cigarette packages.

The examples and alternatives discussed above may be used singly or in combination to achieve the effects of the invention.

Claims

-11 -Claims 1. A tobacco industry package having at least one display element configured to present different images when viewed from different angles.
2. A tobacco industry package according to claim 1, wherein the at least one display element is configured to present a first image when viewed from a first angle and a second image when viewed from a second angle different to the first angle.
3. A tobacco industry package according to claim 2, wherein the at least one display element is configured to present the first image when viewed from any angle in a predetermined first range of viewing angles and to present the second image when viewed from any angle in a predetermined second range of viewing angles.
4. A tobacco industry package according to claim 3, wherein the first and second ranges of viewing angles do not contain any of the same viewing angles.
5. A tobacco industry package according to any one of claims 2 to 4, wherein the at least one display element is configured to present a third image when viewed from a third angle different to the first and second angles.
6. A tobacco industry package according to claim 5, wherein the at least one display element is configured to present the third image when viewed from any angle in a predetermined third range of viewing angles.
7. A tobacco industry package according to claim 6, wherein the third range of viewing angles does not contain any of the same viewing angles as the first and second ranges of viewing angles.
8. A tobacco industry package according to any preceding claim, wherein the at least one display element is configured to present three dimensional images.

-12 -
9. A tobacco industry package according to any preceding claim, wherein the at least one display element comprises a hologram.
10. A tobacco industry package according to any preceding claim, wherein the at least one display element comprises a combination of a lenticular lens and an interlaced image.
11. A tobacco industry package according to any preceding claim, wherein the at least one display element is configured to create the first and second images by reflecting hght incident on the surface of the element.
12. A tobacco industry package according to any preceding claim, wherein the at least one element is provided on an outwardly facing surface of the package.
13. A tobacco industry package according to any preceding claim, wherein the at least one display element comprises a plurality of display elements.
14. A tobacco industry package according to claim 13, wherein the display elements comprise first and second sets of display elements, and wherein the first set of elements is configured to present a different image to an image presented by the second set of elements when the package is observed from a particular viewing angle.
15. A tobacco industry package according to claim 13 or 14 wherein, if the package is rotated through a predetermined rotation angle, a plurality of the display elements are configured to change from presenting an initial image to presenting a different image at a particular rotation angle of the package when observed from a fixed reference position.
16. A tobacco industry package according to any preceding claim, wherein the package contains a tobacco product.
17. A tobacco industry package according to claim 17, wherein the tobacco product comprises a plurality of cigarettes.

-13 -
18. A tobacco industry package according to any preceding claim, wherein the package is a cigarette package.
19. A tobacco industry package according to any preceding claim, wherein the package is a carton for containing a plurality of individual tobacco packages.
20. A tobacco industry package substantially as described herein with reference to the accompanying figures
21. A method of manufacturing a tobacco industry package, comprising applying at least one display element configured to present different images when viewed from different angles to a surface of a blank for the package, and forming the tobacco industry package from the blank.