Additional interactivity to a “seamless” Panadol Liquid Caps presentation box saw Blue Star Auckland Display and Distribution taking home the 2025 Pride in Print Structural Design Packaging award.
Judges said this presentation box stood out from a stacked category, in part because of the moving parts that lifted the product up when opened.
“We really liked that touch. But everything is also seamless – it is beautifully designed, has great print quality and is extremely-well put together. The whole finishing of it is pretty much perfect – that’s one of the best presentation boxes you’re ever likely to see,” they said.
Robert Thorn, Blue Star Display and Distribution design team member, said the job was developed as a “high-impact” presenter box aimed at key stakeholders in the grocery and pharmacy retail sector.
“It was designed to support the launch of Panadol’s first liquid capsule format in New Zealand,” he said.
“The kit’s purpose was to inform, educate and excite buyers. It needed to reflect the credibility of a trusted global brand, while delivering a memorable unboxing experience that clearly communicated the product’s benefits, format differentiation and commercial opportunity.
“The primary audience for this kit was retail buyers – individuals making decisions about what products earn space on crowded shelves. This meant the experience had to be compelling, concise and visually persuasive.
“By integrating both the brand’s credibility and the new format’s differentiation into the physical structure, the kit allowed buyers to understand the ‘why’ behind the product in a matter of seconds. It also provided key product info and marketing support at a glance – essential for time-poor retail decision-makers.”
According to Thorn, the structural design entailed a double-tiered reveal that “mirrored the storytelling journey of the product”.
“The top layer introduced the new format – the liquid capsule – creating intrigue and anticipation. As the user opened the next tier, the Panadol Liquid Caps pack was elevated and presented as the hero of the piece,” he added.
“The layered design delivered a visually striking and mechanically-smooth reveal, transforming a standard product introduction into an immersive, hands-on brand experience.
“Innovation was core to both the product and the packaging experience. Structurally, the presenter box pushed beyond standard formats by integrating movement, staging and dimensional reveal to mirror the product story.
“From a sustainability perspective, the kit was designed to be compact yet impactful, reducing material use while maximising message delivery. Where possible, recyclable board and responsibly-sourced paper stocks were used in line with client Haleon’s broader sustainability objectives.”
He added that the response from the Haleon team was “extremely positive”.
“The seeding kit was viewed not just as a sales tool, but as a creative expression of Panadol’s first new product development in 11 years,” Thorn said.
“They particularly appreciated how the structure elevated the narrative of ‘A Trusted Brand, A New Experience’, aligning perfectly with their goal of driving retailer engagement and excitement. The feedback noted the presentation as ‘best-in-class’ within their regional toolkit.
“This project represents the power of collaboration between structural design, brand strategy, and production craftsmanship. It’s more than just a presentation box – it’s a storytelling vehicle.”
Thorn said being recognised by Pride in Print for this work is a testament to the impact that well-executed design can have when it seamlessly aligns with commercial objectives and consumer expectations.
