Burgopak celebrate Pride month with inclusive gift card packaging design
Gift cards are for all seasons, all occasions, all nations and all people – that’s why for Pride month we are celebrating inclusivity with our For Everyone campaign.
Working as a packaging provider in the Loyalty and Gift card sector, we see some breath-taking design and inspired marketing campaigns. There is however still a trend to genderise gift card design. For this campaign we did away with stereotypes and gendered colour palettes and explored the wider potential for inclusive design.
Designed with four CMYK punchy colours for the carrier, and seven gorgeously vibrant pronoun gift cards, the packs reflect the excitingly diverse and beautiful nature of the LGBTQ+ population – that no person need be limited by out-dated expectations. With messaging and pronouns displayed in holographic foil, the packs are a true celebration.
Produced on Holmen Iggesund 350gsm Creato board, the card and carrier are all made with FSC certified materials. Widely recyclable, we wanted to also demonstrate the possibilities for environmentally conscious gift cards and packaging design.
Alethea Price, Marketing Manager, Burgopak.
“We are known for our ‘One We Made Earlier’ (OWME) campaigns, for their creativity and innovation, but this year we wanted to draw attention to a cause close to our hearts showing support for our LGBTQ+ colleagues and the wider community”
Stripping back the product to its basic components, we first injected colour into the collection making the rainbow accessible to all. Complimenting this with an array of occasions supports the concept that gifts can be for any occasion, for anyone. Brought to life in on our classic coupe packaging and in our famous stop-motion style.
To each pack will be a randomly combined card and carrier creating a rainbow of colours. Each celebrating a special occasion for a randomised pronoun, breaking the stereotype that any one person might expect a specific colour or needed occasion to celebrate, while in each card slot with be the holographic foil “For everyone”.
Our ambition is to support brands in maximising every consumer touchpoint with an opportunity to connect and engage. This Pride month we hope we can provide some inspiration for more all-embracing and gender-neutral packaging design by encouraging you to join us in rethinking how we, as an industry design gift cards and carriers. Help us create experiences for everyone.
Burgopak is the core brand of the Burgopak umbrella. Other Burgopak brands including sister company Duallok, a child-resistant packaging solution targeting the legalized cannabis industry in USA and Canada, and sub-brands like superenvelope.com, a compact mailable packaging design specifically targeting cards, payments and loyalty products, and kolluda.com , CBD and Wellness packaging.
Burgopak is a world leader in design and manufacture of innovative packaging for products of all shapes and sizes. With a highly creative and experienced collaborative team, we design to brief. We focus on ‘wow factor’, providing an engaging opening experience, creating a higher perceived value of your product with clever cardboard engineering, and making your life easier by managing the process right from conception to completion. We also bake sustainability into our process and offer guidance on the best materials, finishes and processes.