Clever folds, no glue
To start the 2014 UK competition, we worked with Red Bull to create a limited edition multi-pack design, that would allow consumers to construct their own ‘Air Race’ model directly from that multi-pack. Our work resulted in a format that utilised the pack graphics and could be assembled without glue - simply fitting together with cuts and folds.
The design was printed, and the in-house created assembly instructions were placed on the rear-side of the multi-pack. After an initial - and successful - UK launch, the format has been rolled out into international markets.