The packaging features an illustration by Yehrin Tong that has been produced in electroluminescent ink.
The electric current is conducted from a battery at the bottom of the pack and a hidden mechanical switch is triggered when the packaging is picked up from the shelf, causing it to light up.
The electric current runs through different pathways of the illustration at different times, causing a ‘cascade’ effect. The animation lasts for 18 seconds at which point it stops, until activated again.
The Global Travel Retail pack, which was developed by Webb deVlam with German packaging manufacturer Karl Knauer, is aimed at the travel and duty-free market.
Webb deVlam has worked on a series of limited-edition gift packs for Bombay Sapphire, with previous projects using optical illusion and surface effects.
Dominic Burke, creative director at Webb deVlam, says, ‘This is a first in the packaging market… We aim to keep raising the bar with each design in this range.’