Metsä Board’s ‘Never-ending box’ wins gold in Hong Kong Print Awards

A brochure in the form of a ‘never-ending box’, designed by Metsä Board Packaging Services, has won a Gold Award in the Hong Kong Print Awards 2013. Metsä Board took the age-old greeting card design but substituted interlocking boxes for flat card stock, and added messages and graphics to promote its services. Printers of the box, Hong Kong-based Safe Power, were presented with the award in the ‘Promotional Printing – Other’ category at a ceremony held on 9 December 2013.

“We are delighted our brochure has won the Gold Award, having decided to differentiate ourselves by moving on from a booklet-style design,” says Cyril Drouet, Technical Innovation Director, of Shanghai-based Metsä Board Packaging Services. “The never-ending box symbolises endless love or happiness as the recipient works their way through the different panes and comes back to the beginning. This made a perfect metaphor for our paperboards’ life cycle from planting trees, to making board, then packaging and finally to recycling.

“We brought the concept to life by creating interlocking boxes instead of flat paper, and used the last box in the cycle as a container for a business card or USB stick,” says Cyril Drouet. “Finally, a retail-type sleeve was added, providing a key to the complex structural design as well as demonstrating the print capabilities of both front and reverse sides of Carta Elega, 290 gsm, our board used for the box.”

Now in its 25th year, the Hong Kong Print Awards are run by the Graphic Arts Association of Hong Kong and are open to designers, printers, publishers and related industries.

Metsä Board Packaging Services (formerly IBP Integrated Brand Packaging) is dedicated to enhancing global brand value and success. It provides a single point of contact for all packaging needs from design, print and supply chain management through its network of trusted partners. With headquarters in Shanghai, China, it serves customers in Asia, Europe and the Americas.

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For further information, please contact Metsä Board:
Geraldine Leung, Area Director
Phone: +852 2865 7829
E-mail: geraldine.leung(at)metsagroup.com

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