Levi’s Basics
Packaging of the Month was taken from an article written by Andrew Gibbs in the January issue of Entrepreneur Magazine.
WHO: Levi’s Basics is a new line of men’s socks, T-shirts and underwear created by U.S. licensee Mad Projects Industries and European licensee Dobotex International (with GBH in London). Each package in the collection has some sort of multi-functionality and re-usability.
WHAT: The line includes underwear packaged in a box with a large, working match strike; a resealable Tyvek bag, perfect for keeping coffee grounds fresh; a box made of recycled wood paneling; and a reusable Mason jar containing “Mr Strauss’ Rediscovered Long Socks,” with a bonus needle and thread tucked inside.
“I was inspired by utilitarian objects: a matchstick, a coffee bag. Things that are authentic and humble, that have a connection with people, that are familiar, that they trust,” says Mad Projects chief creative officer Andrew Nipon.
WHY WE LOVE IT: This is a great example of visual authenticity, a packaging trend brought about by consumers’ appetites for honest products that are well-crafted but uncomplicated and have a sense of provenance and history. The functionality of these packages creates a human connection; each has the possibility of becoming a keepsake or memento.
ANDREW GIBBS IS EDITOR IN CHIEF OF ONLINE PACKAGING MAGAZINE THE DIELINE and EDITORIAL and CREATIVE DIRECTOR of HOW MAGAZINE.
