Speaking at the show, which concludes at the Business Design Centre today (5 October), Leo UK sales manager Cuan O'Callaghan said an increasing number of brand owners were turning to luxury packaging to boost visibility.

"In our experience, customers in the gifts and drinks markets recognise that by placing a greater emphasis on packaging, you can add value while increasing product marketability," he said.

The Hong Kong-based business, part of the Leo Paper group, has manufacturing operations across China and is aiming to broaden its market visibility in the high-end packaging space.

He said: "Today, brands are looking for ways to ensure their packaging stands out against the competition and communicates the right message to its target consumer group.

"Shows such as Packaging Innovations enable us to showcase a diverse range of substrates and processes, which can give paper the tactile appearance of wood, metal or leather."

Among the products Leo Luxe is exhibiting at the show is a working prototype for the Scotch whisky market which lights up and plays traditional Scottish music when the box is opened.