Pack to the drawing board for Ivy invite

No prizes to The Packaging Solutions Advice Group for its own pack design. The idea of promoting itself to the design community at top London restaurant The Ivy is sound enough, but not as robust as the wrapping round the invitation.

A cardboard tube contains a ring-pull can of water in which a plastic bottle floats. So far, so good? Not if you’ve wrestled with it. One wet T-shirt later – and for one designer who persevered, a wounded finger – you have to contend with the bottle cap to extract a plastic bag containing the printed invitation.

Too bad if you didn’t have your glasses with you when the pack arrived: the print’s so small you can hardly read it. And don’t even bother to RSVP – however quick you think you are off the mark, all the places have already been taken.