Luxurious colour co-ordinated packaging from rigid box specialist Pollard Boxes is helping to establish brand image and identity for the latest advanced hair dryer from market leader ghd.
The new ghd Helios offers a lightweight and ergonomically balanced design for easy and controlled styling. It incorporates the company unique Aeroprecis™ technology for a powerful 120kmh airflow.
The Pollards box provides high-impact packaging that maximises visual communication between ghd and its consumers to deliver a clear statement about the hair dryer in terms of both its technical performance and aesthetic appeal.
The quality of the materials, the snug-fitting lid and familiar ghd foil block branding all help to promote a high-value image. An eye-catching and complex foil pattern replicates a vortex to convey the power of the new hair dryer. The high performance of the product is further emphasised by a technical drawing style illustration of the hair dryer on the side of the box.
The overall appearance of the pack helps to create a feeling of excitement and anticipation. To maximise the opening experience, the colour of the hair dryer matches the colour of the box, while the metallic accents that feature on the hair dryer are highlighted by the use of foils on the technical-style illustration on the side.
Inside, the hair dryer is presented in a Vac Form insert that showcases its attractive design while also ensuring that the product is fully protected throughout the supply chain.
“The team at Pollard is excellent and works with me to help develop ideas from an initial concept to a fully realised design,” comments James Welch, ghd’s Packaging Designer. “They’re friendly, helpful and attentive to any requirements and are always suggesting new innovative ways to further elevate designs, with a deep understanding of the luxury appearance that ghd strives for.”
The lid is manufactured using Winter’s Wibalin Finelinen, which offers a woven fabric feel to further enhance the luxury sensation of the opening experience. The foil pattern on the front is hot foiled and embossed, while the technical-style illustration is embossed, fluted foiled and spot UV’d to add contrast to the line work.
The production of the box required great attention to detail to ensure the spot UV registration was exactly in line with the embossing, while the foil placement was extremely intricate, requiring the highest standards of quality control to avoid filling in.
“Packaging has always been an important part of ghd’s products, reflecting the company’s premium position in the hair care market,” comments Kim Gabriel, ghd Account Director at Pollard Boxes. “In this instance, harmonising the product with the packaging helps to deliver a more complete brand experience.”