Killer app: Boxmart’s perfect pack for a brewer on the move

Rhys Handley
Monday, July 22, 2019

Welsh brewery Tiny Rebel is well on its way to becoming a giant among giants in the craft beer market, after being established with the unveiling of its first two beers at the Commercial pub in Pontymister in 2012.

The firm is now selling to 35 countries and employing 110 staff. Until recently, though, it had not tackled that great staple of the beer drinking experience – the multipack.

What was produced?

A seven-can multipack made of paperboard comprising GD2 material outer liner and white top Kraft inside liner, which was designed to open up dynamically while also retaining its strength to carry the drinks and commemorative goodies, including a beer glass.

What did the job entail?

Tiny Rebel commissioned Shenstone, Staffordshire-based packaging specialist Boxmart to realise its vision, with the black-and-white internal face printed on a one-colour Screen SIAS press and the outer face in CMYK with varnish on a Koenig & Bauer Rapida 162. The complex hinges and secure closures were die-cut on a Bobst Vision Cut 1.6 PR autoplaten.

What challenges were overcome?

As this was the brewery’s first multipack, exceptional design was paramount. Boxmart’s single-sheet construction gave Tiny Rebel the opportunity to come onsite and play around with ideas for the design, as well as trialling the opening system.

Boxmart managing director Joanne Offord said: “The contents itself presented us with a challenge both in terms of aesthetics and in ensuring the pack’s contents didn’t move in transit.

“A frame-style presentation box was first created to house the glass, ensuring it was totally protected no matter the delivery method of the pack.

“To ensure the cans were held securely in place, the webbed design of the box was created to give a snug fit, with six cans in the middle of the pack and the additional seventh can sitting neatly at the end, held tightly by the box’s internal structure when folded.”

What was the feedback?

The project won Boxmart the Gold Award at the 60th annual Starpack Awards.

Tiny Rebel chief demand officer Mo Syed said: “We were thrilled with the final product. Having the ability to run a design day and test packs over and over to destruction is what gave us the perfect box. 

“The opportunity to test ideas on site that day meant we knew exactly how certain aspects would work, even before we set out to add our branding and identity. The full team at Boxmart knew exactly what we were after and gave us multiple options to create such a fun pack. Cheers!”


Do you have a Killer App? We are interested in special, difficult or simply fabulous print jobs. Contact Rhys Handley on 020 7501 6388 or rhys.handley@markallengroup.com.

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