International packaging design company, burgopak has won the 2010 american package design award for their sony eyepet promotional pack. The houseshaped paperboard structure features a hinged &ldquoroof&rdquo that, when opened, presents the game&rsquos contents and actuates a popup of the eyepet character. The awardwinning design encourages engagement between pack and user while complementing the interactive nature of sony&rsquos new ps3 augmented reality game. This is the second consecutive year that burgopak has won the american package design award. In 2009 burgopak received the award for their packaging of target&rsquos signature artisan chocolate line, choxie®. Burgopak&rsquos london office worked on the eyepet project in conjunction with graphic and interactive design agency grdd, who developed the pack&rsquos graphics and initial popup concept. In order for the idea to be realised, burgopak&rsquos structural design team developed a simple linkage and friction lock that allows the internal surfaces to move through 90 degrees and lock to form a flat table where the contents the game&rsquos software, literature and hardware are securely held. In addition to solving practical issues, the unexpected nature of the pack&rsquos opening experience provides a wellsuited introduction for sony&rsquos &lsquoaugmented reality&rsquo pet. Graphic design usa, a new york city based design magazine, organises the annual american design award competition to draw a mix of submissions in a variety of media, including print, advertising, direct mail and digital pieces. Recently named design company of the year at the uk packaging awards, burgopak&rsquos design team offers creative packaging solutions for a vast range of product areas. To find out more about burgopak&rsquos innovative and awardwinning packaging, visit www.burgopak.com.
