UNBOXING THAT GOT WINGS
Recently, a project for Red Bull landed in our production - literally. The brief was to create a winged box with an interactive effect. It was to impress not only at first sight, but especially when unpacked. That was something for us - to prepare an unboxing so spectacular that it would impress even the hardened influencers from Stockholm!
That's why we didn't just prepare two cans of Red Bull inside the enticingly colourful box. When you open the double-winged box, special spot lights are also activated, which immediately puts the iconic drink in the well-deserved spotlight. And the effect was exactly as expected - influencers shared the attractive box on Instagram and TikTok like crazy, so even the client in Red Bull's Swedish office was extremely happy. As usual, however, this commission was not such a fairy tale in terms of production, and it was a rather complicated path to the result. The box for Red Bull was no mean feat, and we had to pull out all the stops to make a great idea a success.
At the beginning was again the brilliant, literally surgical work of our designer Robert, who designed the box from 17 specifically shaped components. Just the fact that the basic layout is based on a hexagon meant a lot of handwork. But Dita, Lenka, Hanka and other production colleagues are used to such challenges, so they constructed the series with ease and elegance. Everything ran so smoothly that one had the feeling that maybe they had wings from Red Bull too.
The design consists of two identical boxes, glued opposite each other to the top and bottom of a five-piece coated board. The whole holds its shape thanks to precision adjustment plates, and when the box is stood "upright", it becomes an elegant etui with a double-leaf door. Then just pull gently on the satin ribbons - and two cans of Red Bull appear inside, perched on a pedestal of carved foam.
The complete structure is covered with printed paper in the colours and motifs of the campaign, which is protected by a matt lamination on the surface. And then comes the main charm - as soon as the box is opened, magnets hidden in the door activate a lamp glued into the top box, which also forms the ceiling of the presentation case. The cans light up in the spotlight and the surprise takes on another, completely unexpected dimension.
The project for Red Bull was very complex in its design and execution, but it proved to us that there is never enough creativity and playfulness. At the same time, the basic idea was quite simple - to create a reminiscence of Red Bull's winged campaigns, complemented by a visually powerful moment of unexpectedly illuminated cans.
The winged box was another of our favourite tasks at Hässlers. There are high expectations at the beginning and great joy at the end. Not only Red Bull, but also honest craft can give you wings!
