PAPER and print selection have been described as ‘critical’ to Pusterla 1880 achieving the desired look and finish for presentation boxes that form part of hair styling specialist ghd’s Christmas 2025 range.
The theme for this year’s special edition aims to evoke the nostalgia and vibes of colourful 1970s Christmases while also reflecting the colour shades of the latest fashion catwalk collections.
For the design of the boxes for hair dryers, straighteners, and other products, the look needed to represent the age of luxury travel, embodied by the crocodile-textured suitcase.
Pusterla worked with ghd to trial a variety of papers and printing finishes to create the right texture and effects, as well as matching a cherry liquor colour to that of the products in the special edition range. The paper features an intricate pattern that evokes the scales of a crocodile’s skin.
This 3D embossed-like effect was achieved using a bronze cold foil technology, which was overprinted with a special gloss to create a ‘tactile’ finish with a ‘subtle’ metallic shimmer. Decorative elements including ribbons and metal-effect striped edges are designed to deliver additional shelf impact and emphasise the premium nature of the products.
“We wanted to create a nostalgic festive vibe around this new collection, while still maintaining the luxurious look and feel for which ghd is renowned,” said Annie Chang, senior packaging designer at ghd. “It was a challenge to bring all these elements together but, working with Pusterla, we have managed to achieve a very distinctive, stand-out look for the range.”
Pusterla produced four SKUs and a matching cardboard wraparound for a ghd branded washbag that is included in one of the limited-edition gift sets.
The firm added that the boxes’ ‘robust’ construction and Vac Form inserts provide full protection for the electrical products during transit and on retail display, while maintaining a premium appearance. Pusterla provides a full co-packing service for ghd, inserting semi-finished items such as sprays, brushes, and heat mats into the boxes before onward supply to the customer.
“This has been a truly collaborative project, and we have received excellent support and advice from Pusterla throughout,” concluded Annie Chang. “In particular, the company’s technical expertise has helped to bridge the gap between creative and production needs, with a high-quality, high-impact family range that has met all marketing and budgetary requirements.”
