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Magic Tape / Tape packaging

Magic Tape
Magic Tape

Discipline: Packaging

Discipline: Packaging

The Invisible Tape made by Scotch makes all previous problems with tape magically disappear. We wanted this special product to be displayed in a very special way. We therefore developed packaging that makes the tape itself disappear in a magical manner. An ultra-thin mirror was placed in the box to create the illusion of an empty package. The Invisible Tape may be invisible, but our success wasn’t. The new packaging generated a huge buzz among popular DIY bloggers and was sold out on various test markets within weeks.

This ingenious packaging design picks up on the idea of invisibility, which is the defining attribute of the product contained in the box. The main theme is communicated through the medium itself: magical! The box’s technological sophistication addresses the user in a very clever and unusual way. The great success of Magic Tape speaks for itself.
Jury Statement
Client / Manufacturer


3M Deutschland GmbH
Neuss, Germany

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Kolle Rebbe

Kolle Rebbe GmbH
Hamburg, Germany

Sascha Hanke (Executive Creative Director), Rolf Leger (Leiter Kreation), Alexander Hesslein (Creative Director), Zillah Beese (Art Director), Tim Bozek (Copy)

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