Burberry's The Beat fragrance is dressed for the holidays in a fine jewel-box-style package from converter Edelmann France La SPIC (www.edelmann.de). The small glass/metal bottle inside portrays the typical Burberry “cult character,” while the outer folding carton incorporates a finished slipcase, realized using two-color printing and hot-foil stamping of the internationally famous Burberry plaid pattern in metallic silver and black on white. Probably the most famous plaid pattern in the world, the Burberry plaid can be found on cashmere scarves, perfume bottles, handbags, pleated skirts and on the inside of shirt collars. Today, Burberry has cult status, and is a brand revived by creative director Christopher Bailey from its traditional English roots dating back to1865. In 2007, Bailey held a large party in a club in London to announce the new Burberry fragrance for women. The Beat is a crisp, floral-woody fragrance that represents energy, youth, freshness and modernity. The small bottle is adorned with a white suede band. The shiny foil stamping on the carton tastefully enhances the Burberry plaid in its new metallic format, accentuated with embossed product copy. The construction of a gleaming, silvery inset with hollow walls ensures that the bottle is protected and enables high-quality presentation.