Admirable packaging for Sferra’s recently debuted 1891 line. Linens packaging, (I think) is a generally overlooked area of package design. Perhaps it’s because one is forced to be so restrained, that the best packaging is in this category is invariably self-effacing and seldom garners much attention. Since the packaging must work with any number of unforeseen patterns and colors that are in the products, one cannot resort to the usual attention-getting tactics.
According to Aaron Stewart, Sferra’s Creative Director,
This was a brand extension to our Sferra fine linens brand of Italian made product ... So we wanted a logo that bridges the two brands together.
(a close-up photo and quote from the designer follow after the jump)
Aaron worked with freelance designer, Katie Repine on the new line. In an email, Katie shared her thoughts on some aspects of the project:
Getting the opportunity to work on a brand named in
numbers was a geeky typophile’s dream. There is something so beautiful
about traditional ascender and descender numbers. Sferra’s standard of
quality and tradition warranted the old school typography (1891 was the
year Sferra began), but it needed a modern edge to indicate a new brand
and price point. This balance was worked out with the holding shape:
half edges, half curves; soft colors contrasted with a modern white
We experimented with several die cut options as well. I really liked
the idea of seeing through to the fabric in some way. In the end, the
die cut ended up serving a purpose to connect the ribbon to the label;
stylistically interesting while still being practical.
I like the added structural interest of the card threaded onto the
ribbon. Makes me want to open up the package just so I can slide that
card back forth along the ribbon. And of course, you just can’t do that
unless you were to purchase the product...