Expert paper and print selection have been critical to Pusterla 1880 achieving the desired look and finish for the special edition presentation boxes that are part of hair styling specialist ghd’s Christmas 2025 range.
The theme for this year’s special edition evokes the nostalgia and vibes of colourful 1970s Christmases while at the same time reflecting the colour shades of the latest fashion catwalk collections. For the design of the boxes for the various hair dryers, straighteners and other products, the look needed to represent the age of luxury travel, embodied by the crocodile-textured suitcase.
Pusterla worked closely with ghd, trialling a variety of papers and printing finishes in order 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 deliver additional shelf impact and further 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,” explained 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 in total and a matching cardboard wraparound for a ghd branded washbag that is included in one of the limited-edition gift sets for Christmas 25.
The boxes’ robust construction and Vac Form inserts, which have been fully tested for heat and humidity and drop resistance, provides 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.”