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Creating an empty pack to market packaging

Creating an empty pack to market packaging, Casa Rex, Dixie Toga, packaging, Asia
BRAZIL –
Design agency Casa Rex has designed a unique Holographic Collection of packs as a promotional marketing tool for Dixie Toga — a manufacturer of packaging material in Latin America — and its holographic packaging solutions.
Other sets in the Collection:
Creating an empty pack to market packaging, Casa Rex, Dixie Toga, packaging, Asia
Creating an empty pack to market packaging, Casa Rex, Dixie Toga, packaging, Asia
Creating an empty pack to market packaging, Casa Rex, Dixie Toga, packaging, Asia
Creating an empty pack to market packaging, Casa Rex, Dixie Toga, packaging, Asia
Creating an empty pack to market packaging, Casa Rex, Dixie Toga, packaging, Asia

As the objective was to sell holography for packaging, it would be natural to expect to see holographic packs. But this posed a problem: there was nothing inside the packs and therefore, no theme or concept that could be explored from a design perspective.

Faced with this scenario, instead of developing what the agency described as “meaningless dummies” posing as real products (a common technique used in the packaging industry), Casa Rex came up with an innovative concept and developed the Dixie Toga Amazing Holographic Collection of Empty Packs, turning the 'no content' issue into the creative idea behind the execution.

"We conceptualised personalised phrases like 'I'm empty' or 'There's absolutely nothing inside me' to deliver relevant and fun content for each holographic pack design," says Gustavo Piqueira, project director and head of Casa Rex. To portray the different moods that holography can add to packaging, the agency identified and developed six sets — Kids, Fun, Celebration, High Tech, Sophistication and Power — each one made out of the substrates that are suitable for holography.

"The final result is not only a promotional tool for the company, but also a collection that is both humorous and memorable," Gustavo explains.

The Collection of Empty Packs was a Merit winner at the HOW 2010 International Design Awards and received a Nomination by Pentawards.

About Casa Rex:

Casa Rex is a design house with operational bases in São Paulo and London, working on a range of global projects for consumer brands as well as free experimentation with ideas.

Creating an empty pack to market packaging, Casa Rex, Dixie Toga, packaging, Asia

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