Hornby Die-Cast Pictogram Figurines packaging design
Aim: Through packaging design, demonstrate superior British craftsmanship, presentation and delivery of Corgi’s exclusive range of hand-finished London 2012 die-cast pictogram figurines that have been based on the official London 2012 Olympic and Paralympic sporting disciplines. Corgi, part of The Hornby Group, is a leading British die-cast model making company with a rich heritage in providing high quality design.
Strategy & Tactic: With thirty different designs in the range, Hornby’s London 2012 die-cast figurines are anticipated to be highly collectable items. Hornby required a premium and robust packaging format that would not only display the product in an attractive manner but also add significant value for collectors, for whom the box is often just as important as the product inside. Collector items retain value if kept in good condition and within their original packaging.
Target Audience: Visitors and supporters of the London 2012 Olympic and Paralympic Games, as well as avid Hornby die-cast model collectors.
Design: Burgopak created the design direction and physical packaging for Hornby’s figurines, as well as assisting with the artwork positioning and advising on material choices and print finishes. Particular attention was paid to developing 3 separate flexible card fitments to hold and cater for the entire range of figurines held within the outer packaging.
Burgopak’s patented sliding mechanism both protects and displays the figurines, allowing full print to be added to a protective outer cover which, when opened, slides back to reveal the products through a clear window. Collectors can simultaneously display cover artwork and product both in store and at home without having to tamper with security seals and risk damaging the outer packaging. The slider packaging format also offers an extra level of protection against infringers and elevates Hornby’s status as a supplier of both high quality and London 2012 merchandise.
End Result: A perfect mark to the forthcoming historic event in British history, Hornby’s London 2012 figurines have been released in limited batches of 5000 with each individual piece accompanied by a unique and numbered collector’s card. The thirty different styles cover a large spectrum of Olympic and Paralympic events including athletics, football and cycling. The figurines are on sale at licensed outlets of London 2012 merchandise as well as via Corgi’s online shop.
