Winners were chosen from more than 1,000 entries submitted in 50 different categories. Entries were judged on print quality, technical difficulty, and overall visual effect.
The carton was converted utilizing Neenah Paper Royal Sundance Brilliant White Felt paperboard and offset printed with seven colors, in-line with UV matte coating. The matte coating conveys the soft, natural aesthetic of the design. The textured, felt paperboard and rich palette of watercolors complement the primary container: an opaque white bottle, decorated with a watercolor print of Taylor’s silhouette profile.
A gold foil stamped and multi-level embossed “13” medallion on the top panel reflects the significance of the lucky number to the music star and matches the fragrance bottle’s crafted gold cap, which is also embossed with Swift's signature “13”.