French Champagne brand Taittinger sought to reduce the environmental impact of its luxury packaging without ‘denying the luxury and beauty of its products’. So, for its Paradoxe gift set, Maison Taittinger commissioned a box covered with black and white papers whose innate qualities are integral to the product’s design, look and feel. The recyclable papers make lamination unnecessary. ‘This all-cardboard solution is a model of circularity,’ says Sylvie Grand (Rouge com).
Taittinger’s Paradoxe box was designed in-house at Taittinger while the project was coordinated by David Jankowski, CEO of Packaging and POSM [Point of Sales Materials] manufacturer Makao, which manufactured the boxes at Établissements Edmond (Mâcon, France). Jankowski, asked whether he thought P2P would have a big impact, replied: ‘Yes. We only produce cardboard boxes in France, it is our priority. And we look to buy materials close to our factory to reduce the carbon. Plastic is becoming less and less used. We use paper folded around grey board. This makes it possible to obtain more sustained embossing.’
Material: Ispira Bianco Purezza
Photography: Lee Funnell