Packaging is the ultimate vehicle for design: industrial, graphic, and typographic design are all put to the test to create an impression so meaningful that it converts currency into consumerism. This ...
By Linda Casey
Eye-catching packaging for the Beyoncé ‘Pulse fragrance collection has won the International Hologram Manufacturers Association’s (IHMA) award for the exceptional use of a hologram or holographic material for decorative and promotional purposes.
The packaging was created using a holographic-based solution that seamlessly wraps all the panels of the box to create a 3D burst effect focused on the product name. The hologram then is partly over-printed in a radiant purple so that shafts of silver holographic light radiate from Beyoncé Pulse.
The packaging comes in eight different sizes and in a windowed boxed set which features the un-printed hologram on the back internal wall of the pack to highlight the products in front of it.
Entries were judged by the IHMA(www.ihma.org) Board, which comprises representatives from member companies. HMA chairman Adam Scheer, speaking on behalf of the Board presented the Best Applied Decorative Product award to Hazen Paper Company, Curtis Packaging, and Coty Inc. during the Holopack•Holo-print, The Holography Conference, in Las Vegas in November.
“The winners’ work reflects the creativity, design excellence and quality which were the hallmarks of this year’s crop of entries, reflecting how holography continues to push forward the holographic boundaries technically and commercially,” Scheer remarked.
Read more about Beyoncé ‘Pulse packaging in the December issue of Package Design, where the redesign is featured both on the cover and in an in-depth case study.
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