With the maxim of versatility, this concept adds a surprisingly functional added value to the packaging of high-quality socks targeted at marathon runners. After opening, the packaging can also be reused as shoe last for drying shoes. The slogan, “Love what you do”, wants to render an experience of the brand values. The handling of this packaging is self-explanatory: it is easy to be torn along the perforated line and folded into two shoe lasts with minimal wastage left behind. The design of the inner packaging visualises the world of sports in lively marathon illustrations which are aimed at interacting with a young target audience and distinguishing the product from competitors in the market. In addition, the design of the packaging also extends to an outer package which unfolds into a display unit for retail formats. This display has been modelled taking into consideration common retail shelf formats, which makes it suitable for most store environments.
Statement by the Jury
Based on an unusual design concept, this packaging of socks for marathon runners easily gains a second life. Users can tear it off, refold it and then put it into their shoes to dry them. The implementation approach of perforating a piece of cardboard to make it suitable for further use is captivating in its simplicity. It projects a high degree of functionality and aesthetic clarity.
Love Marathon Socks Ltd., Hong Kong
3.3 Production Ltd., Hong Kong
William Cheung, Angie Chum
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