Epix is Panini's newest 2010 Football set that has been announced and it features some technology I wasn't familiar with - so I'll post the official word from Panini:
Panini invigorates the 2010 NFL Season with the introduction of Epix Football. Using “HoloEmboss™”, Epix delivers a whole new look to the trading card community. HoloEmboss™ is an award winning technology which creates a unique foil appearance without the use of holographic foil. The hologram appears on top of the printing as opposed to underneath, giving it a subtle and unique appearance.
You can find a PDF of the Award Results Here. Its tough to see how the technology works in any of the 'photos' that Panini provided for the set - so maybe the award winning cover-art to the left can give you a better idea of what we will be expecting.
Interestingly the Topps Company wins an award for some of their packaging in the results I provide above.
2010 Panini Epix Football Box Checklist
These are mock-up illustrations and I'm guessing the actual cards will have a unique appearance. More photos can be seen on the checklist page I link above as well.