Carton of the Year
Fernanda BrandaoOfficial name of entry:Fernanda BrandaoEntrant: Cartonboard Manufacturer:Carton Producer:Brand Owner:Cura Marketing GmbHStructural Designer:Graphic Designer:Lifestyle Distribution GmbH
The task was as simple as it was difficult: the carton was to reflect the shape of the bottle and provide maximum focus and dynamics. The idea originated from the brand owner. The Cura marketing department presented a mock up of the bottle and requested a matching carton solution: using the same prism shape, the same corners. Angles and proportions. Even the colour was to match the colour of the bottle.
Content and packaging blend perfectly and communication of the product promise is exemplary. The detailed fit of the carton with the bottle provides optimal product protection. The special design also means flat delivery and automatic erecting and filling of the cartons.
Overall, the development took six months and the result is more than stunning. The carton has a unique design and the shape is reminiscent of an uncut amethyst. This differentiates it clearly from other packaging on the shelf and conveys the product message: unlimited power, pure dynamics and charisma all the way.
The judges were not only impressed with the superb print quality of this carton and the clever use of holographics but mainly with the asymmetric shape that had been designed. They said they had not seen such an innovative shape before and as well as being good to look at the carton was also very pleasant to handle. This combination of shape, print and finish came together to produce an exceptional carton which they felt would have excellent stand out on the shelf in a sector that was very competitive. In summary an outstanding carton.