Bombay Sapphire Electro Global Travel Retail Pack

Derrick Lin


Webb deVlam illuminates the latest Bombay Sapphire travel retail pack

The Electro Global Travel Retail pack is the latest in a series of limited edition gift packs designed by Webb deVlam for Bombay Sapphire.

Following on from designs that have played with optical illusion and surface effects, Webb deVlam continues to push boundaries in packaging technology by using electroluminescence. Electro was created with the help of German packaging manufacturer Karl Knauer and carries forward Bombay Sapphire’s brand philosophy of Infused With Imagination. The original illustration was the vision of Yehrin Tong and has been a consistent motif in the campaign which was first unveiled in April 2011.

Webb deVlam envisaged a celebratory pack for the run-up to Christmas and electroluminescence provided the desired effect. Electroluminescent ink was used to reproduce Tong’s illustration. The current is conducted from the battery on the base of the pack which uses a hidden mechanical switch to activate it. When the package is picked up, the current runs through the various pathways illuminating them sequentially thereby creating a cascading effect. Each cycle of animation is 18 seconds long at which point the sequence stops until activated again.

“Webb deVlam continue to exceed our expectations and delight our customers with their use of innovative packaging technology that directly conveys Bombay Sapphire’s brand message. In this case the packaging is the message, it is literally Infused With Imagination.”
Richard Cuthbert, Senior Brand Manager, Bacardi Global Travel Retail.

“This is a first in the packaging market and Webb deVlam are proud to have brought the project to fruition. We aim to keep raising the bar with each design in this range by using both our expertise and deep understanding of Bombay Sapphire’s core values.”
Dominic Burke, Creative Director, Webb deVlam.

Electro is Webb deVlam’s sixth successive pack design for Bombay Sapphire Global Travel Retail. Amongst the awards won by these groundbreaking designs are: Gold UK Packaging Award 2009, Pentaward 2009, Starpack Award 2012, and a DBA Design Effectiveness Award 2012.