Packaging as Poetry: The Box Is the Point

A great perfume is judged first by its flacon and second by its box, but it is the box that is loved. We design our boxes with the same care as our scents. They are made from recycled board in the colour of a pigeon’s wing, with a lid that fits snugly enough to resist a paw but loosely enough to reward one.

Inside, a nest of tissue holds the bottle, and beneath the nest, a small card with a quotation from our founder: “Throw away the bottle. Keep the box.” We take this advice seriously. Last year, in an act we consider a triumph of branding, 71 percent of customers reported that they sleep in the box. A further 18 percent have sold the perfume and kept the box. We call this a success of unusual depth.