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GWD to the Rescue. Presentation Packaging for new trainer launch.

By Noel Greenwood of GWD - 16th May 2017

New Member Article
cGWD to the Rescue. Presentation Packaging for new trainer launch.

We mentioned in the previous blog post how Indian Ocean had been let down by their packaging company and came to us in extremis. Bizarrely a similar thing happened a week or two later.

In this instance a printing company came to us with an urgent problem. They had been working with the footwear retailer Footlocker and had been let down by their chosen packaging manufacturer at the last minute. The box in question was to act as a ‘Seeding Box’ – a package created (usually in small numbers) to ‘sow the seed’ of interest for their product, in this case a new trainer.

packaging for shoes
Packaging for shoes

The client was particularly anxious that the quality of the product should be reflected by the quality of the packaging. The training shoe in question was created by Adidas, who are obviously, a huge brand and a market leader, so a very fine finish was required. Unfortunately for the client, there was also a tight deadline, especially as proofs needed to be created and approved.

quality presentation packaging
Quality presentation packaging

Fortunately, GWD Limited is extremely experienced in overcoming such problems. In this instance the box was a base and lid with a shoulder, wrapped in such a way as to create a grey stripe at the top and bottom of the base. It was gloss laminated throughout and foil-blocked in two positions and using two separate colours, including the use of a matt white foil over a white gloss laminated finish. This produced a particularly attractive and subtle finish, as the foil was only visible when the light caught it.

adidas and footlocker packaging by GWD
Adidas and Footlocker packaging by GWD

There was some ‘burning of the midnight oil’ involved in getting the product ready for the strict deadline – indeed it was picked up outside our premises at 4pm on the Friday to be in Holland the next morning!

Incidentally, the model on the box (and on the internal leaflets) is Sofia Richie – who posted about the shoot and the product on her Instagram account.


Noel Greenwood is the Managing Director of GWD Ltd, the designers and manufacturers of presentation and promotional packaging.  You can reach him on (01279) 416093 or at the company’s website: www.gwd.ltd.uk