Good-bye to Design Packaging's Lux Kit

Design Packaging's 25th anniversary is coming up which gives us the perfect excuse to redesign our marketing materials. As excited as I am to be working on the new kit, I am sad to see last year's kit edged out by a newer, faster, younger, and better looking model. 

The 2008 Luxury Retail Packaging Kit was completely designed from the recipient’s perspective. Putting yourself on the consumer’s side of the equation, as opposed to the designer's side, allows you to understand the anticipation of the entire unveiling process.

The 2008 Luxury Retail Packaging Kit arrives gift wrapped in our custom printed black and white tissue, held closed by one simple piece of ribbon sans bow.  After removing this first layer, you reveal the kit’s vault – a heavy weight, rigid, double-sleeve.  When slid apart, the 2 pieces reveal the third layer – a matte laminated folding board brochure constructed to feel like a rigid box. 

As you slide the body of the brochure out of its fitted encasement, you notice the one thing missing in this unveiling process...the paper-on-paper, nerve-tingling sensation you get when you slide one box across another.  To avoid not only that sensation, but also the sound that comes with paper on paper contact, the interior of the sleeves are lined by white suede.  The brochure's matte laminated exterior accentuates the ease with which the brochure slides out of its rigid sleeves.  It truly feels like a well-oiled machine.

The brochure houses up to 18 information cards which highlight Design Packaging's most recent, and notable, work.  To prevent them from moving during shipping, the cards fit into a deep pocket ensuring that the kits arrive in the exact condition they were sent.  

The graphics are simple.  Predominately white, these kits highlight various printing processes, coatings, materials, and constructions.  Gloss UV shines on both the cards and brochure.  The rigid construction of the double-sleeve contrasts the folding construction of the brochure.  Supple suede juxtaposes unyielding greyboard.  Paper collides with satin ribbon pulls.  Spot colors stand out against CMYK printing.  Together, these components serve as a catalog for clients to browse and a tool for them to understand how each treatment can be executed and how they can be used to present a pointed message of luxury.

As exciting as the 2009 kit is, I can tell you that the next year's Luxury Retail Packaging Kit will be more interactive, more contrasting materials, and more ideas to push our clients’ creative buttons.