Bombay Design & Branding Electro by Webb deVlam London

Electro

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Industry Gin
Media Design & Branding
Market United Kingdom
Agency Webb deVlam London
Creative Director Dominic Burke
Released May 2012

Awards

Cannes Lions 2013
Design Lions Packaging Design; Core FMCG Bronze

Credits & Description

Type of entry: Packaging Design
Category: Core FMCG
Advertiser: BACARDI-MARTINI
Product/Service: BOMBAY SAPPHIRE
Agency: WEBB DEVLAM London, UNITED KINGDOM
Creative Director: Dominic Burke (Webb deVlam)
Senior Designer: Damien Fournival (Webb deVlam)
Martin Glatz (Karl Knauer)
Brief Explanation
In the busy Global Travel Retail sector, the challenge is to grab the attention of travellers who are in a hurry and are confronted by a wealth of purchasing options. Bombay Sapphire is travel retail's favourite gin. Year on year the design effects used have raised the game so we had to come up with a design first that kept Bombay Sapphire on the topspot.
Describe the brief from the client
Bacardi needed the latest in a line of engaging and intriguing designs for Bombay Sapphire travel retail to compel the viewer to take a closer look. Bombay Sapphire's brand philosophy of "Infused With Imagination" is integral to the packaging and must remain at the core of the design.
Design Process
We are always researching new technologies and although electroluminescent ink is not new, this was the first time that it was integrated into a packaging design successfully. The design begs to be picked up off the shelf, activating a hidden mechanical switch which sends a current through the pathways in sequence, and creates a mesmerising cascading effect.
Results
Electro was designed to attract attention and it certainly achieved that. Its primary function was to promote Bombay Sapphire's tagline "Infused With Imagination".