Packaging

The Beat by Burberry: a Fine Jewellery Box by Edelmann

Tuesday 04. November 2008 - Typical Burberry cult character / Hot foil stamping of the Burberry check in metallic silver and black on pure white

It is probably the most famous check pattern in the world. It is found on cashmere scarves, perfume bottles, handbags, pleated skirts, and even on the inside of polo shirt collars. Burberry has cult status – at least it has since 2001 when creative director Christopher Bailey revived the traditional English brand that has been around since 1865.

In 2007 Bailey held a large party in a club in London to announce the new Burberry fragrance for women. The Beat is a crisp floral-woody fragrance that represents energy, youth, freshness and modernity. The new fragrance for women is personified by the top British model, Agyness Deyn, who has also lent her face to the ad campaign.

The small bottle made of glass and metal and adorned with a white suede band portrays the typical Burberry cult character. The folding carton that accompanies it, which resembles a jewellery box with a finished slipcase, was realised using two-colour printing by Edelmann. Hot foil stamping was used to tastefully enhance the pure white with the Burberry plaid in metallic silver and black, and the brand writing is embossed. The special construction of the gleaming, silvery inset with hollow walls ensures that the bottle is protected and enables high-quality presentation.