Hobs Repro limited-edition boxes sell-out at Harvey Nichols

Challenge

For the festive period, Coca-Cola Schweppes partnered with 2017’s Scottish Gin Distiller of the Year, Arbikie Highland Estate, to create a one-of-a-kind seasonal product which contained both Schweppes’ limited edition 1783 range of tonic water and Arbikie Kirsty’s Gin.

Epoch Design, a creative and strategic design consultancy specialising in fast moving consumer goods (FMCG) brands, approached Hobs Repro to help them evolve their packaging concept for this festive product. With a crucial pitch to Harvey Nichols on the horizon, Epoch Design needed a luxurious design which would align its brand with the award-winning artisan gin and position Schweppes’ 1783 tonic water as a premium range of products.

Key Challenges

• Create unique, luxury packaging to complement both Schweppes’ 1783 tonic water range and Arbikie Kirsty’s Gin
• Use a diverse array of printing and CAD cutting technologies, including direct to substrate, wide format and small format digital printing
• Produce the boxes in only four weeks, ready for the Christmas period
• Build a stylish-looking inner tray which also protects the fragile contents

Solution

Box templates were cut using a Zünd digital cutting system. To give the product a luxurious feel, Hobs printed onto textured paper using a state-of-the-art Arizona flatbed printer, as well as making use of gold vinyl. Mounting paper was also printed using a HP Inkjet printer. These components were then overlaid with soft touch laminate to achieve a velvety finish, before being expertly hand-wrapped over the box nets.

Addressing the client’s brief, Hobs drew upon their cardboard engineering expertise to create a folding inner tray which ensured that the fragile products would be stylishly displayed and protected from damage during transit. The team used a sturdy, fluted board which was hand-wrapped in gold vinyl before being cut and scored to shape. Throughout the process, Hobs offered guidance and support for the best solution, as they pushed the boundaries of bespoke packaging. A hand-cut brass hinge and popper fastening was also included for both practicality and to give the box a professional look.

Additional touches included printed recipes and limited-edition cards which were printed using a Konica Minolta digital press, and digitally foiled using Matrix laminators. Hobs provided Epoch Design with the box templates which they populated with artwork before presenting the completed packaging to Coca-Cola Schweppes and Harvey Nichols.

The Result

Following the pitch, 200 boxes were ordered by Harvey Nichols and all items sold-out in their department stores across the UK and online. To rapidly produce the boxes, Hobs Repro branches across the UK including Bristol, Glasgow, Manchester and Birmingham were all involved in the process.

Mike Swift, Epoch Design Account Manager stated: “Epoch Design have been working with Hobs for many years and have always provided great quality and service. During this project, they really impressed us with the way they brought our ideas to life. It is their willingness to push production boundaries and provide solutions to functional, manufacturing and logistical challenges that reinforces their position as a trusted partner to our business.”