The Brilliant Madness Of Love

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Derrick Lin


Structural Packaging Design Studio : Think Packaging
Brand & artwork: Super Standard
Project Type: Produced, Commercial Work
Client: Bayly & Moore
Location: Auckland, New Zealand
Packaging Contents: Usb, photographs, care card
Packaging Substrate / Materials: 1.5mm E flute & 270gsm Ebony Black Colorplan
Printing Process: Foiled

Bayly & Moore wanted to make sure that the way they handed over a couple’s finished wedding story was a beautiful ‘full-stop’ to that whole adventure. Considering the industry has become heavily digital, dominated by online galleries and social media posts, we aimed for a tactile and experiential way to deliver what was essentially a USB of image files and to bring back the excitement of getting a well-travelled package from the other side of the world.

The inner was designed to be kept readily available, to easily sit on a coffee table or a shelf at home without looking out of place. The chosen direction was a book style pack, bound with a 270gsm Ebony Black Colorplan wrap encasing multiple 1.5mm lightweight E flute corrugated layers, housing each individual element within its own custom cut-out. This not only locates everything with zero movements but creates a seamless, multi-joy opening experience – upon lifting each piece out, another unexpected surprise awaits underneath.

As a further touch point, the front side of the book has thumb grooves sculpted in to suggest the opening, as well as a soft, self-locking closure utilised from waste material and implemented into the design using an almost tongue and groove aesthetic. So whilst remaining functional, this opens and closes beautifully to reveal or seal the precious memories inside.

The outer/mailer was also met with a handful of attention. Staying compact as possible for mail, yet robust enough to take the potential punishment of international adventure. The depth is a true and snug fit, yet the width and length are oversized for ultimate protection. Utilising an angular design it not only creates beautiful, clean and sleek lines but generates extremely strong and intended impact zones. To maximise the experience of unboxing, a tear-strip was tailored; sealing the package and creating the feeling that something previously untouched lay within.

As you peel the mailer open, a glimmer of what’s inside is seen, revealing the book and the brilliant madness of love.

Final imagery thanks to & copyright © Bayly & Moore