Carton of the Year


ABT Livestyle

Name of Entry:
ABT Livestyle
Entrant: Brand Owner:
ABT Sportsline GmbH
Carton Converter:
Mayr-Melnhof Packaging
Structural Designer:
MMP Schausberger, Austria
Graphic Designer:
ABT Sportsline GmbH
Cartonboard Manufacturer:
A gift with charisma

ABT is a car tuner specialising in the makes Audi, VW, Seat and Skoda. This is a special carton used for promotional purposes to good customers. The contents: gifts to premium customers to the tune of several hundred Euros. For example, the cartons could contain tickets for DTM races (German Touring Car Championship), VIP tickets with a pit pass or other suitable give-aways. Until now, the carton had the shape of a simple shoe box. The briefing given to MMP Schausberger was fairly free: do something new, something different. In other words: Mayr-Melnhof had carte blanche. To designers this means: it does not have to be radically new, it needs to be the right thing for the customer. Communications between the customer and Schausberger clicked from the word go. The chosen carton had the shape of a sports exhaust pipe. A stamped grid and hot foil embossing on completely dyed cartonboard convey a convincing aura. Design and packing (with the exception of the tickets) was done by Schausberger MMP. ABT liked the idea and concept immediately – only a few minor details needed to addressed. First impressions did not fail: the product is well received and is being reordered regularly. Feedback by customers is very positive.

Jury comments

The judges were most impressed with this carton which contained high value products and showed them off to the best advantage. The curved front panel was eye catching along with the punched holes which the jury members had not seen before but they felt were a valuable design element in the overall look of the carton. The structural design, the simplicity of the print allied to the deep black board all combined to create a truly outstanding carton that would attract attention and also perfectly reflect the quality of the contents.