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Persuasive beauty
- Carton Converter: Antilope NV
- Brand Owner: Mylène NV
- Structural Designer: Jan Roothooft, Mylène NV
- Graphic Designer: Jessica van Pelt, Mylène NV
- Cartonboard Manufacturer: Sappi
- European Carton Excellence Awards 2013
Brand owner Mylène wanted packaging with a persuasive appeal at the POS. Antilope had the idea of employing a new technology for digital cutting and creasing. Co-operation was extremely close: when Mylène suggested a flower with fine cuts at the edges, Antilope made sure that the flower not only appeared on the side but also the front as well as adding the lettering “Limited edition”. Next to being effective at the POS, simple and practical recycling were also an objective. This solution satisfies both aims ideally.
The 2-colour print and design with its fine laser cuts gives the carton a glowing, luxurious appearance. The mandatory information on contents is combined perfectly with the selling messages. Added to this it also provides good protection of the product and stackability. Automatic filling and easy storage were also requirements for this development. The products are sold via a webshop and the party plan system and delivered by postal services or the salesperson.
Jury Comments
The appeal of this carton in the Judge’s opinion was all about the intricate and very accurate cutting that had been achieved using a laser cutter. They were interested to note that the shape and the printing was relatively simple but that the look and appeal of the carton was enhanced substantially by the clever design and skill used in creating the very fine cut sections of the box. Once again the feel of the carton was different and in the beauty and cosmetics sector, emotional appeal to the consumer is just as important as the initial visual appeal.