Tekla
Project details
Client
Tekla Fabrics
Year
2023
Services
Visual Packaging Structural Packaging Sustainability
Credits
Magnus Nordstrand (Photography)
A key learning was that their bedding items are sold individually, allowing consumers to mix pillow cases with different colour duvets, for example. Given that most orders contain multiple products, individually packed, it became clear that the heavy-weight structure of the white box needed to be challenged. Receiving so many premium boxes from a combined order can be overwhelming—leading us to rethink the meaning of “premium” in this context.
Today we see a new kind of luxury, one based on connection to craft, the representation of time or care given, and a responsibility toward natural resources. With this in mind, we designed a lightweight, environmentally sensitive envelope that plays with conventional bedding formats in a modern, premium light. The solution elevates old standards through use of innovative materials like Paptic, that bring a tactility evocative of textile. Structural details thoughtfully improve packability, while print details strategically invest alongside key brand moments. Most importantly, the envelope feels like just enough and never too much.
