The idea was to create a frame for the sleeves, much like a frame for a painting or a picture, to complement and protect the sleeve and make them stand out even more in retail environment.
“We decided to use kraftpaper, it’s natural, simple but sophisticated look works well with the natural look and feel of the material used to handcraft the Originals collection. We did face a challenge though, kraftpaper is by far not strong enough to build a package in these proportions, the first package samples arrived damaged and torn apart.
