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Brief Published: 18 Sep 2013

Transformative Packaging for Kids


Adding a lighthearted element to its packaging, French biscuit brand Lu commissioned Paris-based designer Matali Crasset to rethink the design of its iconic Le Véritable Petit Beurre biscuit line.

Looking beyond the external wrapping, the designer experimented with the paper shell that cradles the product inside the pack. Employing origami techniques, Crasset’s new solution makes it possible to transform the paper into a series of creature-shaped objects that can be assembled without scissors or glue and used as children’s toys.

From late September, the biscuit packaging will carry illustrative instructions on how to construct the quirky toys, while additional designs can be found on Lu’s website. 

For more on ways in which adaptive brands are creating reusable, transformative packaging solutions to reduce waste and add utility, see Shape-Shifting Packaging and Double-Duty Packaging. For further exploration into Crasset’s work ethos, see Studio Visit: Matali Crasset