Unlike conventional adhesive tape that stands out due to its glossiness, Scotch’s Invisible Tape mends paper tears without looking too obvious. The task was to demonstrate this product USP and make the packaging and POS materials stand out amongst the competition.
Using an age-old illusion trick, Hamburg-based creative agency Kolle Rebbe decided to highlight the product’s advantage of being ‘invisible’. They designed these special packages that made the tape roll inside them magically ‘disappear’.
The effect was achieved by a specially designed ultra thin mirror. Placed inside the packaging, it created an illusion of a seemingly empty box. Since the mirror was tilted, it formed the area inside the package where the product was ‘invisibly’ stowed.
Kolle Rebbe also won a Silver Clio for this clever piece of work. What do you think? Seen a quirkier package design of late? Share this post and your views in the comments below.
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