They developed a bright pink folding box, with an exclusive design, that opens to reveal a delicate, retro set of illustrations that scream ‘luxury’. The very deep nested profile of the box was a challenge, but Alexir’s technical team managed to overcome these to produce a fast running carton that is easy to pack.

The outside of the packaging is printed on the reverse side of Invercote G paperboard, in a solid colour with text picked out in white and black. And the inside is printed with illustrations.

Before the launch, some 18,000 packs were printed digitally for trial on flights. After gaining success with this, more than one million folding boxes were printed annually.

Mile High Tea pink box Mile High Tea open box with floral print on the inside


Brand: Virgin Atlantic

Product: Inflight afternoon tea box

Paperboard: Invercote G


Created 5 December, 2019.