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Brief Published: 14 May 2012

Provenance’s Narrative Packaging Concept


Appealing to a growing consumer desire to engage in more sustainable lifestyles, London-based design agency Jog has created an eco-packaging concept for UK homewares brand Provenance, aptly based on the packaging’s own life cycle. 

Using the phrases “this is now” and “this was”, the 100% recyclable packaging is designed to reveal the history and origins of the product contained within.

Embracing a fuss-free, minimalistic aesthetic, the dominant features are a bold orange box made from corrugated cardboard, and a minimally inked recycled paper sleeve. The result is a simple, informative packaging system that also neatly ticks plenty of style-conscious, eco-friendly boxes.

For a deeper insight into how brands can embrace transparency to push their sustainable credentials, see Stylus’ report Positive Provenance.