The only thing I can think of is maybe they used two screens for the white. One for the base and another hi-density screen for the raised middle. It's pretty awesome, however it was done!
it's a very cool effect. not sure how it's done but i'm guessing it's screen printed from what i see in the closeup pics. wonder if it's sort of a "stucko" effect where the ink is holding in the screen and lifts as the screen raises....
if it is a molded appliqué, i'm wondering what the cost would be, seems like an expensive process.
I have seen nothing like it since, and can find no reference to it anywhere.
It must still be a trade secret. It certainly feels like rubber or silicone.
And the raised "3d" parts are very uniform and precise.
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