Ted Baker EST. 88
In 2018, Ted Baker launched their ‘EST. 88’ fragrance – it was to be their flagship fragrance, available exclusively online and in-store at Ted Baker. Cautious of using a packaging format that wouldn’t fully represent the brands reputation for design and adventure, New Vision Packaging were called upon to create a bespoke range of boxes for this premium fragrance.
In a bid to avoid what the brand saw as ‘boring, square fragrance boxes’, Ted Baker were keen to see packaging that featured layering and depth. New Vision Packaging created a carton that had a hidden inside panel upon which, through a shaped aperture in the front of the box, rose gold foil can be seen.
The cartons use a premium White Backed Folding Boxboard which is printed in a special colour-match Pink to the inside and outside of the box, while Rose Gold foil is applied to the hidden panel as well as the outside of the box. This hidden panel is then debossed with a subtle fluted effect, with the box being finished in a super-luxury and tactile Soft Touch varnish to the outside.
Inside the box was a separate die cut corrugated liner, that was also printed Pink to both faces.