They developed a bright pink box 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 is printed on the reverse side of Invercote G in a solid colour with text picked out in white and black. And the inside is printed with the illustrations.
Prior to the launch some 18,000 packs were printed digitally for trial on flights. After gaining success with this, it is now printing more than one million annually.