By Erin Judge, managing editor, PostPress

For J.S. McCarthy Packaging + Print (J.S. McCarthy), innovation is daily practice – woven into every thread of its rich 79-year history. The company, based in Augusta, Maine, has evolved from its roots in commercial printing into one of the largest specialized folding carton manufacturers in New England, serving the food, pharmaceutical, beauty and consumer goods markets.

In 2019, the company became 100% employee owned, reinforcing a culture of accountability and long-term investment. Today, J.S. McCarthy continues to grow through industry-leading technology, quality and sustainability initiatives along with an “unwavering” commitment to its customers. Innovation is fostered through employee ownership, cross-department collaboration and continuous investment in technology and training. From lean management initiatives to advanced equipment installations, the company empowers its team to experiment, refine processes and bring new ideas to life.

“At J.S. McCarthy, we’re constantly striving to find smarter, more sustainable ways to serve customers through technology, creativity and problem-solving,” said Lisa Oakes, marketing & business development manager at J.S. McCarthy.

To reflect this commitment to innovation, the company set out to create a truly unique promotional piece for 2025 – designed to take customers on a journey through its home state. The Mini-Maine Adventure Kit is designed as a backpack containing multiple diecut, embossed and foiled components that come together as an interactive “build-your-own” campsite at Mount Katahdin – complete with trees, a tent, camping gear and native wildlife. Inspired by Maine’s natural beauty and a sense of nostalgia, the piece is the third in a series of year-end promotional packaging projects, which replaced J.S. McCarthy’s former annual calendar following its transition from commercial printing to folding carton packaging. Each annual project is designed to push creative boundaries while highlighting the company’s evolving capabilities.

“We wanted to showcase our strengths in printing, embossing, foiling, CAD design, diecutting and attention to detail – while still producing a cohesive piece that was manufacturable and mail-friendly,” said Oakes. “It was purposefully designed to challenge internal teams with non-standard structures and specialty finishes not commonly seen in high-volume folding carton production.”

Originally envisioned as a tent, the design evolved through collaboration with J.S. McCarthy’s packaging engineers to improve both structural integrity and user experience. The final backpack structure was ultimately chosen to evoke exploration and adventure while providing a functional, durable format for mailing – allowing for more creative flexibility, dimensional depth and internal organization of the kit’s components.

Each piece of the Mini-Maine Adventure Kit was printed on the company’s eight-color Heidelberg Speedmaster XL 106 using 4-color process on 18 pt. Neenah PC recycled white folding board – blending premium print quality with efficiency and sustainability. A leader in efficient production, J.S. McCarthy recently set a world record for folding carton output with its XL 106, running at 21,000 sheets per hour. Its sustainability efforts extend beyond substrate choice, including participation in PrintReleaf to reforest every print job, 100% wind-powered operations and a Silver rating from EcoVadis, a global leader in business sustainability assessments.

Every component was then diecut on the BOBST SP104 BM – with certain pieces embossed and/or foiled to showcase J.S. McCarthy’s creative, structural and production capabilities. The Mount Katahdin backdrop incorporates embossing to emphasize the lettering and add dimensional depth to the mountains and trees; clear foil from Infinity Foils creates a reflective effect on the water.

To enhance realism and tactility, textural embossing was incorporated across the fabric elements. This included Unifraxion Abruzzo PT 5E on the tent body with round embossing on the roller shades; Unifraxion Umbria PT 10E on the sleeping bag’s dark accents with round embossing on the accent lines; and Unifraxion Gauze TEX 46 on the backpack to simulate a mesh texture, complemented by structural embossing to highlight patches, embroidery, a water bottle, buckles and straps. All embossing, Unifraxion patterns and textures were provided by Universal Engraving.

The hand-assembled kit also included two handmade soaps from Ledgeway Farm, a family-owned, multi-generational Maine farm and one of J.S. McCarthy’s many small business customers. Oakes noted that featuring a small business customer was an important element of the kit – reinforcing the company’s roots and values.

“The company’s growth has been shaped by relationships with local and small businesses,” she said. “This project continues that tradition by spotlighting customers who reflect the diversity and entrepreneurial spirit of J.S. McCarthy’s client base, from small start-ups to established global brands.”

During production, the team at J.S. McCarthy faced challenges with structural integrity, internal fit and embossing. These were resolved through close collaboration with the company’s CAD engineers and finishing managers – ultimately leading to refinements such as the backpack shape, improved internal slots, reworked tabs and optimized embossing density to ensure both aesthetic appeal and manufacturability. Throughout the process, the company relied on its core mission of empowering its team to tackle challenges through creative problem solving.

The Mini-Maine Adventure Kit was distributed to the company’s customers, prospects and partners during the 2025 holiday season and was widely praised for being fun, creative and memorable while effectively highlighting J.S. McCarthy’s impressive capabilities.

Beyond its professional impact, the kit also resonated on a personal level. Multiple recipients shared that they gave the kit to their children or other family members during the holidays – turning it into an interactive, family-friendly experience. This extended its life well beyond the initial unboxing, leaving a lasting impression and reinforcing J.S. McCarthy’s position as an innovative, thoughtful packaging partner.

Blending legacy craftsmanship with modern technology, inventive solutions and cross-department collaboration, the Mini-Maine Adventure Kit reflects J.S. McCarthy’s evolution from a traditional commercial printer to an innovative, modern folding carton manufacturer.

“This piece really pushes beyond conventional folding carton design,” said Oakes, “combining storytelling, structure and advanced finishing. Its balance of whimsy and precision reflects how J.S. McCarthy approaches its work today: Thoughtful design backed by disciplined execution.” 

For more information, visit www.jsmccarthy.com.