Traditional rigid packaging typically relies on layers of wrapped coverings, glued joints, and internal construction. V-FORM eliminates this complexity through a v-shaped groove that allows precise 90-degree folds and seamless construction using less material.

We saw this as an opportunity to rethink how premium packaging design could look and feel. Our goal was to create a design-led language that reflected the clean structure of the process – giving a clearer, smarter and more creative alternative to traditional rigid formats.

We developed the name V-FORM to directly reference the unique v-shaped groove that defines the process. Strong, industrial and instantly recognisable, the name became the anchor of a new brand identity design system.

Taking cues from the Progress Packaging master identity, we created the V-FORM logo as a sub-brand. We reimagined the Progress “arrow” symbol into the letter V — forming a bold graphic device that signals transformation and precision. To support this, we developed the positioning “Packaging Transformed” — a benefit-led message for designers, converters, and brand teams looking for innovation in luxury packaging design.

At the heart of the project was the design of the V-FORM sample pack — a hands-on structural demonstration of the process. We applied our structural packaging design expertise to create a custom format that could physically showcase V-FORM’s two most compelling innovations: two-way folding and the colour-edge reveal, achieved using duplexed board.

The sample pack was housed in a bespoke foil-blocked transit box made from Colorflute by GF Smith. Inside, a 45-degree custom insert echoed the angularity of the brand identity and held the sample securely in place — fusing function with luxury presentation.

We created a distinctive visual language built around the precision and geometry of the V-FORM technique. Inspired by the v-groove itself, we used angled typography and layout principles to echo the process at every touchpoint.

Playful, confident headlines were used throughout the pack to communicate the core V-FORM benefits — sharper edges, crisper corners, reduced material waste, and structural clarity. These messages unfolded as users interacted with the sample, making the case for a smarter approach to luxury packaging design.

The collaboration with GF Smith was instrumental in realising the colour-edge innovation central to the aesthetic of V-FORM . Their Colorplan and duplexed boards allowed us to experiment with depth, tactility and colour layering.

During R&D, these materials helped Progress refine their machinery and cutting techniques, while also allowing us to design around the visual reveal created by the cut edges — a signature detail that connects the form and identity of V-FORM.

As part of our campaign design work, we developed a multichannel promotional strategy to introduce V-FORM to the market. At its centre was a custom landing page featuring animations, production videos, detailed content, and a form to request the sample pack.

We also developed a custom animation to communicate the V-FORM positioning as a transformative packaging approach, supported by social media reels and video content across Instagram and LinkedIn. The campaign was designed to engage and inform — helping both packaging designers and retail / luxury brands understand the creative potential of V-FORM.

V-FORM has quickly positioned itself as a flagship innovation for Progress Packaging. It’s now being adopted across sectors such as beauty, drinks, fashion, fragrance, hospitality, and jewellery – offering a smarter, more sustainable alternative to traditional rigid formats.

More than just a technical innovation, V-FORM is a fully realised new way to design and make packaging — one that fuses production intelligence with creative expression. From naming and structure to campaign and delivery, Design Project helped shape the identity and experience of V-FORM from the inside out.