Is genius. Really. Simple plays on texture with neutral tones. The NYC-based design firm ESTABLISHED, who designed the packaging, described it as:
“Combing the traditional world of fine tailoring with the distinctly forward thinking attitude of Thom Brown’s Black Fleece collections. Ceramics and references to office stationary of the 1940s are reinterpreted in a thoroughly modern way. A zip-strip on the secondary packaging tears off to remove all graphics, revealing a pure white inner box, containing layers of cut-out felt and fabric used in suit-making, cushioned around the bottle. This unique way of holding the bottle replaces the usual plastic or cardboard protection generally used, while reflecting the heritage of the brand in tailoring.”
We like the heightened tactile experience of the pull tab and how the multiple textures are layered to build anticipation but what we love is how the combination of both make opening the package a one-time-only special event. Something to be remembered each and every time the scent is applied and a surprisingly simple, yet effective way to generate lasting brand loyalty.
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