DISC has won the 2013 American Package Design award, run by Graphic Design USA (GDUSA) magazine, for packaging created for Milania haircare. Milania, a division of Belco, is a new haircare line launched by hair expert Jerel James and Teresa Giudice, who starred on Bravo television's The Real Housewives of New Jersey.
The windowed carton and product tray produced by DISC features the silhouetted image of Giudice, wearing a gold sequin dress - enhanced with gold glitter.
“Our aim for this package went beyond meeting our client’s expectations. We also wanted to give consumers a “star treatment” experience – from their first view of the package on the Milania web site to the moment they have it in their hands,” said Don Mueller, national account executive, DISC. “This award from the creative community tops off the favorable responses our client is already receiving.”
According to DISC, production was conducted in several steps, starting with a base made from 20-pt SBS (solid bleached sulfate) paperboard. The outer carton was offset-printed using 4-color process inks, an overall UV coating and sculpted embossing to emphasize the graphics. The glitter spot coating was applied off-line via silk screening, followed by another pass of silk-screening with overall high-gloss UV coating to further enhance the package. The window was die-cut and finished with an inset of 7 mil clear PVC plastic.
The inner tray holds three bottles of product securely in place. It is constructed of black 12-point e-flute board with three die-cut cavities designed to ensure a tight fit.
“We are delighted to be part of the elite group of award winners selected by GDUSA’s distinguished panel of judges for design excellence and high production value,” said John Rebecchi, senior vice president of marketing and business development for DISC.