Swanline produces award-winning Magic Cube for BoxMart

BoxMart has been granted a UK Packaging Award after collaborating with Swanline Print to develop a Magic Cube pack for global beauty retailer, Lush.

BoxMart is an expert in designing packaging solutions chosen to deliver Lush’s challenging brief. The company was commissioned to develop a gift box that continuously folds and refolds to morph into new shapes, with every compartment housing a product.

Starting life as an oversized cube, it transforms into a large rectangle before splitting in half and changing back into a cube again no matter how many times you fold, turn, open or close the design.

Richard Towers, Swanline Print MD, said, “Swanline worked closely with BoxMart to produce the pack, whose inventive structure made it a fun and rewarding project for everyone involved.

“Its mechanism involves four pairs of interlocking compartments, each with a unique one-way locking tab. When interlocked in a specific order they create a never-ending, free-flowing design that holds its shape even when filled with products. It’s a truly ingenious concept and we are thrilled both to have been part of it and that it has been recognised with the award.”

Swanline manufactured the cubes from recycled E-flute, which were then litho printed externally with six neon colours and screen printed internally, with the exterior featuring letters that create words relating to Lush. The flat-packed units were supplied to stores with simple instructions for quick and easy assembly.

In line with Lush’s ethical philosophy, the entire box is fully recyclable and has proven so popular with customers that it has sold out in several markets.

The UK Packaging Awards honour the packaging supply chain’s most impressive accomplishments. Held on November 22 at Grosvenor House Hotel, London, and organised by UK Packaging News magazine, the awards are impartial and recognise quality, performance and achievement in areas from quality and consistency to business strategy.