Luxury Can Also Be Sustainable

Ecology and luxury: this should not be a contradiction, said several companies, including Mühle-Glashütte and Koehler Paper, and joined forces in a creative project. The result: a new luxurious and sustainable packaging for watches is to be presented at FACHPACK.

How can customers be given a special unboxing experience? By making the packaging an eye-catcher. This can be done using the motif, the design, or by refining individual elements. A cooperation project between the companies Koehler Paper, Mühle-Glashütte, Langebartels & Jürgens and four creative agencies set itself the goal of creating a special unboxing experience for customers and designing sustainable luxury packaging. Luxury packaging and sustainable packaging should go hand in hand without major obstacles. It is precisely the use of high-quality recycled paper that makes the resulting ecological luxury packaging stand out.

Sustainable luxury as a challenge

The task of redesigning the packaging of a luxury watch brand is anything but simple. Sustainability and recyclability are the key requirements for the packaging, which Koehler is developing in collaboration with the project partners. The four creative agencies Forteam Kommunikations GmbH, Scholz&Friends, Lehanka Kommunikationsagentur GmbH and AudioLogo GmbH are redesigning the packaging for this luxury watch brand. For the project partners, this idea is ‘sustainable premium packaging par excelllence’.

Congress trade show provided the right platform

The packaging was presented at the Print & Digital Convention in Düsseldorf. At the convention fair, each agency had the opportunity to present to interested visitors the mockups produced especially for this fair by Langebartels + Jürgens. “The presence at the fair was a complete success for us. We were able to have many interesting discussions and were able to show interested visitors the concepts for our new ecological packaging for a watch” said Thilo Mühle, Managing Director of Mühle-Glashütte.  “Especially in the luxury packaging sector, sustainability plays an important role, which we are living up to with our innovations in Greiz,” said Udo Hollbach, Managing Director Koehler Paper at the Greiz site. Following the official launch of the ecological luxury packaging, the case including a newly developed Mühle wristwatch will be exhibited one week later at FACHPACK in Nuremberg from September 27 to 29 at the Koehler Paper trade fair stand.