WSdV Makes Reign Supreme in Latest Bombay Sapphire Travel Retail Packaging

The pack, entitled Reign, takes its inspiration from the sophisticated cocktail glass designed for Bombay Sapphire by Eva Zeisel.

3 Dec 2009 --- In keeping with the innovative, design-orientated advertising campaign that has become an integral part of the Bombay Sapphire brand, the new travel retail packaging created by WSdV complements the advertising campaign and gives the brand high impact in the competitive travel retail environment. Available from this November, it is the latest in a series of packs that are designed to appeal to style-conscious consumers in duty-free and travel retail outlets.

The pack, entitled Reign, takes its inspiration from the sophisticated cocktail glass designed for Bombay Sapphire by Eva Zeisel. Using innovative printing techniques to achieve the extraordinary visual effect, WSdV has emulated the prismatic reflections of the glistening sphere of Zeisel’s glass. Imagery of the iconic blue bottle with its geometric shape maintains its hero status on every side of the carton, emphasising its authority. The prismatic spheres appear to magnify some key message on the bottle, cleverly communicating details of the botanical ingredients that give Bombay Sapphire its unique taste profile.

The packaging not only markets the brand, but intrigues the consumer to discover more about Bombay Sapphire’s special qualities. At two prestigious awards events, Bombay Sapphire ‘Reign’ packaging won the UK Packaging Cartonboard Award and received a Bronze Award at the Pentawards 2009.

Webb Scarlett deVlam was briefed to develop packaging that would support the brand’s iconic status and increase sales through surprise and delight. In the travel environment, where the consumer often has little time and makes quick purchase decisions, the pack is designed to capture attention and stimulate desire. Bombay Sapphire Reign’s successful packaging prompts a complex set of rapid reactions – recognition, desire, gratification and pride.

Anyone who has seen the premium advert that features Eva Zeisel’s glass, set against a backdrop of cascading translucent beads that is displayed in in-flight travel publications will make the subliminal connection with the Reign packaging.  The design suggests sophistication and cocktails.

“Our concept uses illusions of depth and multi-dimensionality, as a metaphor for Bombay Sapphire brand’s values. It is an exciting challenge to work within the confines of such a highly regarded brand, and to develop packaging that it totally original. Everyone’s reaction to the pack is similar – they are intrigued and impressed, and it invites that ‘got to touch it’ factor.” explains Claire Yates, WSdV’s Client Services Director.

WSdV worked closely with specialist manufacturing suppliers to achieve the Reign pack. API created the foil lens which requires precision printing. This is the first time that the Fresnel lens printed foil laminate technique, which creates the 3D dome effect illusion, has been applied to packaging in the drinks sector. Chesapeake provided the carton that is robust enough to endure travel carriage but also uses the minimum amount of material.