(NOTE: This article originally appeared on PaperSpecs on January 31, 2017)
Hard to believe but there was a time when stores actually expressed some appreciation for your custom beyond a deluge of “you bought this so why don’t you buy that” emails. One retailer that still knows the value of a “thank you” is Bloomingdale’s, which has been known to send its best customers treats like this “Loyallist” box.
It might seem simple enough on its surface, but once you lift the lid, you’re confronted with an unexpected treat for the eyes and fingertips.
What I really love about this packaging is the tantalizing delay between the moment you open the box and discover the four smaller boxes inside, and the instant you realize that each one has been put together with a different color and treatment. In case the whole “I can’t actually touch them through my computer screen” thing is slowing you down, here’s a quick rundown of the effects the pros at DataGraphic employed here:
- “Delectable Denim”: Sandpaper UV over 2-color lithography
- “Metal Munchies”: Matte aqueous coating plus holographic silver foil over a double-hit of matte black lithography
- “Sweet & Sporty”: 2-color litho plus soft-touch aqueous coating
- “Pucker up!”: 2-color litho plus satin aqueous coating.
And lest you think the main package somehow got away without being fussed over, the outer box and interior tray both received a double-hit of purple plus an overall satin aqueous coating.
“But what’s inside the boxes,” you ask. Candy! And more importantly, candy specifically chosen, as the accompanying note explains, to represent the colors of that spring’s top fashions.
Still, it’s hard to get all that worked up over candy when you have before you packaging that someone has thought out and produced so perfectly.
“It is not easy to execute all of these effects in one project,” admits DataGraphic President Glenn Schuster, “but the payoff made it all worth it.”
In other words, expressing thanks, particularly in such a dramatic way, is its own reward.
Title: Bloomingdale’s Spring Loyallist Gift Box
Date: January 2014
Design: Bloomingdale’s In House
Print: DataGraphic, Brentwood, NY
Paper: WestRock Tango C2S White 16, 24 pt.
Dimensions: Outer box: 6 x 6 x 2.375″ Inner box: 2.25 x 2.25 x 2.25″
Production Time: Approximately 25 business days
Printing Method: Foil stamping, offset printing, screen printing
Number of Colors: 2 colors / hits per box, holographic silver foil
Finishing and Binding: soft-touch aqueous coating, satin aqueous coating, die cut, glued, assembled