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- Carton Converter: Smurfit Westrock
- Brand Owner: Thomas Hine & Co
- Structural Designer: Smurfit Westrock
- Graphic Designer: Smurfit Westrock
- Cartonboard Manufacturer: Holmen Board and Paper
- European Carton Excellence Awards 2025
Thomas Hine & Co’s limited-edition gift pack reimagines premium spirits packaging through a sustainable, interactive design. The challenges was to develop a fully recyclable solution that allows consumers to engage with the two bespoke glasses inside, by rotating them to reveal the illustration printed around the pair. The result is a strikingly simple yet playful concept that blends heritage with unexpected delight.
Constructed entirely from paperboard, the pack uses just two components, an outer folding carton and an inner fitment engineered to rotate smoothly within a cutout, plastic-free window. This dynamic 360-degree viewing feature offers a tactile invitation to interact, creating an engaging shelf presence and a memorable unboxing moment.
Despite its elegant construction, the packaging is highly efficient. The mono-material format ships flat for streamlined logistics, supports kerbside recycling, and meets the brand’s commitment to responsible, low-impact materials.
Visually, the design balances bold simplicity with refined detail. Strong brand cues, such as the Hine stag and signature red accents, anchor the look in tradition, while the house-shaped viewing aperture and rotational movement add charm and novelty. From bold typography to the precise inner mechanics, every element contributes to a gifting experience that feels elevated, engaging, and consciously designed.
