Keenpac in Detail Issue 3

FranceKeenpac France4 Rue Maurice Ravel92594 Levallois Perret CxFrance

Tel: +331 47 15 03 45Fax: +331 57 64 73 [email protected]

ItalyKeenpac Italia SrlVia Pellicceria 1050123 FirenzeItalia

Tel: +39 0 55 28 20 15Fax: +39 0 55 29 33 [email protected]

SwitzerlandKeenpac SwitzerlandCh. Valmont 216-2241260 NyonSwitzerland

Tel: +41 (0)79 378 45 [email protected]

United KingdomKeenpacCenturion WayMeridian Business ParkLeicesterLE19 1WHUK

Tel: +44 (0)116 289 0900Fax: +44 (0)116 289 [email protected]

United StatesKeenpac North America Ltd25 Main StreetGoshenNT 10924USA

Tel: +1845 291 8680Fax: +1845 291 [email protected]

United States - West CoastWest Coast OfficeOrange CaliforniaUSA


Keenpac AsiaKeenpac Asia LimitedUnit 3-4, 18/F, Tower 6China Hong Kong City33 Canton RoadTsim Sha TsuiKowloonHong Kong


www.keenpac.com

detail

Keeping you up to date with all things packaging

Keenpac CreativeEight great reasons whyKeenpac’s creative designservices can add extra valueto your packaging projects

David KerrAn interview with the manwho holds the key toKeenpac’s product samples

In the lap of luxuryHow Keenpac hasdeveloped its reputation inthe world of luxury packaging

In the lap of Luxury.

Issue #3 www.keenpac.com

Contents Creating LuxuryHello and a very warm welcome to our luxurious3rd issue of In Detail. Well, we’re just at our busiestright now as we head into peak season, and there’sa real buzz around all of the Keenpac offices. Inspite of difficult trading conditions, we’re all verybusy so we hope it’s going to be a great Christmas.

We’ve also been getting ready for Luxepack, Monaco which takes placeevery October, so naturally our colleagues in France, Switzerland and Italyare fully focused preparing for the show. Not surprisingly, we’ve decided tomake luxury our focus, and this is our most luxurious version yet.

Historically, Keenpac has been closely aligned with the luxury market, sowe thought it would be interesting to take a closer look at our heritage –where it all began, and what makes luxury packaging so different, and sospecialist. We’re also focusing this time around on our design team. Allpackaging, luxury or not, starts with the design, and Keenpac’s designteam works for the entire group, so they’re involved right at the beginningof the process, and see everything, sometimes more than a year before ithits the retailer. It’s an exciting department and one that’s developing allthe time.

I hope you enjoy this edition. And don’t forget, we would like to have anyfeedback and comments. We’d love to hear from you.

Helen CockerhamManaging Director, Keenpac UK

EditorJo Davies 0116 289 [email protected]

News teamCara Jeffrey, Dean Callier, David Kerr, Verity Massey, Pete Nicholls, Seamus O’Brien

SubscribeTo receive your own copy of our email bulletin, or find out more aboutKeenpac either: Call: 0116 289 0900

Email: [email protected]

Follow us on Twitter at www.twitter.com/keenpac

In the news

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03 In the NewsKeenpac launches a new range for Mary Portas’ latest venture with House of Fraser

04 Feature : In the Lap of Luxury?How Keenpac has developed its reputation in the world of luxury packaging

08 Case Study : Back to BlackA close look at how De Grisogono has risen to be one of the world authorities on diamond jewellery, and how Keenpac has supported them along the way

10 Feature : Keenpac CreativeEight great reasons why Keenpac’s creative design services can add extra value to your packaging projects

12 Product FocusAnother tour of some of Keenpac’s latest projects

13 In Profile : David KerrAn interview with the man who holds the key tothe samples

14 In Style : French ConnectionHow French Connection has utilised its retail carriers as an extension of its compelling and often controversial advertising message

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For more news & views visit : www.keenpac.com

We couldn’t have beenprouder when we were askedby Mary Portas, infamous retailmarketing consultant and‘Queen of Shops’, to helpcreate a retail carrier for herbrand new shopping experience,launched in conjunction withHouse of Fraser in Oxford Streetduring August.

The collection is aimed at style-consciouswomen over 40, and as you would expectfrom Mary Portas, everything, but everythingis focused on service. From the Portastrained personal shoppers, to the fitting

rooms with adjustable lighting, to the ‘moanphone’, nothing has been left to chance. Given Mary’s infamous critical eye, weknew that the carrier bag had to besomething special. So following meetingswith Mary herself, Keenpac came up witha range of hand finished Kraft bags thatreflected her brief ‘an honest product thatdidn’t feel too contrived’.

Since the shop opened, sales of the rangehave so far exceeded expectations, andthankfully, so did the bags!!

Staff at Keenpac raised over £250 when they took partin The World’s Biggest Coffee Morning on 30thSeptember, one of thousands taking part across theUK to help raise money for the Cancer charity. Theevent, which involved consuming copious amounts ofcoffee and cake (all kindly donated by keen,Keenpac cooks), was counted a huge success. SteveHunt, one of Keenpac’s National Account Managers,even won himself an extra day’s holiday in theKeenpac prize draw. Can’t wait for next year!

Keenpac Brewsup for Macmillan

Keenpac UK has been awardedthe contract to supply UK fashionbrand Zara with their luxury paperbags. Following a joint initiativewith one of Keenpac’s Europeansupply partners, the award wasmade, to supply all 90 of Zara’sUK and Ireland stores.

Zara

Mary Portas House of Fraser Launch

“an honest product thatdidn’t feel too contrived”

Anna Maria Cammilli has launched a brandnew packaging range all produced by KeenpacItalia. The brief – to convey the brand’sexclusivity through sophisticated but simplepackaging and to support the company’sadvertising strategy and in-store displays.

The final results are elegant. A beautifulcollection of simplex card boxes and woodenjewellery boxes covered with a refined satinfinish, and all produced in the distinctive metallicbronze and champagne colourways that aresynonymous with the Anna Maria Cammillibrand. It has been exciting for Keenpac Italia towork with a young, creative team who trustKeenpac’s expertise to help in developing theirbrand image.

New Packaging Range forAnna Maria Cammilli

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Feature

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Keenpac has been serving the luxury market with its packaging for morethan 30 years. Over the the last three decades, we’ve worked with someof the world’ most exclusive and sought after brands. Names like JimmyChoo, Chanel, Dior, Tiffany and Tom Ford. A walk down Keenpac’sfamed ‘sample aisle’ is the packaging equivalent of ‘who’s who’ in theworld of high fashion, designer jewellery and luxury cosmetics. On thesurface it looks just like any other warehouse aisle, but look closer andyou’ll find it’s wall to wall with designer brands, some reaching as farback as 1979 when Keenpac first began.

So what makes luxury packaging so different, and how has Keenpacdeveloped its niche in this very specialist area? The definition of whatmakes a luxury brand is perplexing in itself and has challengedresearchers over the years to agree on a single definition. The OxfordEnglish dictionary defines luxury as an inessential, desirable item which isexpensive or difficult to obtain. Not surprising then, that the origin of theword is from the Latin ‘Luxus’ which means excess.

For most of us, luxury brands are the very pinnacle of their own class be itcars, clothing, jewellery, or food. They’re something we all aspire to - theembodiment of style and quality. So when it comes to designingpackaging for a luxury brand what’s different? Not that much really, saysPhil Katz, of Keenpac North America.

“All brands, whether they are luxury or not, expect high quality inproduction. And in development and construction, we go through

A walk down Keenpac’s famed‘sample aisle’ is the packagingequivalent of ‘who’s who’ in theworld of high fashion, designerjewellery and luxury cosmetics.

Over the last three decades, Keenpac hasdeveloped a strong reputation within theluxury market. Yet what makes luxurypackaging so different, and how hasKeenpac carved itself a niche in this veryspecial packaging arena?

www.keenpac.com www.keenpac.com

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UKLeicester, United Kingdom (Head Office)Established: 1979Staff: 84Managing Director: Helen Cockerham

Client Portfolio Includes: Disney, Timberland, Paul Smith, Burberry, House ofFraser, Links of London, Selfridges, Jimmy Choo, Jaeger, French Connection

Tel: +44 (0)116 289 0900 [email protected]

ItaliaFirenze, ItalyEstablished: 1999Staff: 15Managing Director: Lucia Sepede

Client Portfolio Includes: Guess, Furla, Tom Ford, MaxMara, MarinaRinaldi, Testoni, Anna Maria Cammilli, Armani, Versace, Kurt Geiger

Tel: +39 0 55 28 20 15 [email protected]

FranceParis, FranceEstablished: 1999Staff: 7General Manager: Frédéric Bastiat

Client Portfolio Includes: Cartier, CWF (Burberry, Chloe, Hugo Boss), Dior, Elizabeth Arden, Repetto, Shiseido

Tel: +331 47 15 03 45 [email protected]

SwitzerlandNyon, SwitzerlandEstablished: 2002Staff: 3General Manager: Frédéric Bastiat

Client Portfolio Includes: Blancpain, Corum, De Grisogono, Titoni,Victorinox, Wenger, Brietling, Zenith

Tel: +41 (0)79 378 45 11 [email protected]

North AmericaGoshen, New York, USAEstablished: 1991Staff: 15Vice President: Lawrence Kelly

Client Portfolio Includes: Apple, Estee Lauder, Jack Spade, Kate Spade, Liz Claiborne, Sephora, Tiffany, White House Black Market, Ella Moss

Tel: +1845 291 8680 [email protected]

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Your localKeenpac office...

Jewellery boxes for example, are notoriously specialist.And Keenpac’s experience has grown out of workingwith the very best watch and jewellery makers inSwitzerland – Blancpain, Corum, DeGrisogono, Titoni,Breitling and Cartier. The level of craftsmanship to befound in the choice of finish, the soft fabric interior andthe hand-stitching is exquisite, to complement thequality of the product inside. It’s a similar story withFrance, Italy and North America, where Keenpac’sstrength has grown within the markets it has served – high fashion, cosmetics and beauty.

So whilst the process of design and development forluxury brands is arguably little different from developingfor non-luxury, it’s the attention to detail, the expertiseand the determination to create something real inproduction from an artist’s vision that really makes thedifference. And that’s the area where Keenpac overtime, has carved its own niche.

For most of us, luxurybrands are the verypinnacle of their ownclass be it cars, clothing,jewellery, or food.

Keenpac’s global reach is a significant part of its appeal. As the companyhas grown it has established a firm foothold at the centre of European andNorth American luxury markets.

exactly the same processes. The main differencefor luxury brands though is in the attention to detail.We are dealing with the very best, and their standardsare exacting. A company like Chanel will check100% quality. The black must be black – exactly thesame depth in each and every product.”

There’s more detail in the design too. With morebudget available for the packaging, designers canbe less constrained which means they’ll constantlypush the boundaries to achieve a particular look orfinish. The design is everything, and every avenuemust be explored in order to make the designer’svision a reality.

Mr Katz makes a good point; “At Keenpac we’ll takethe time to work with our factories to achieve whatthe designer wants in production. You just wouldn’tget that level of attention from a small local supplier,or by going direct to a factory in China say. Andwe’ll be honest and say outright if something isn’t

going to work. We’ve got years of experiencebehind us, so we’re far less likely to fumble the ball.”

Keenpac’s place in the luxury market really tookhold when the company was awarded the Bulgaricontract. After that the floodgates opened, and ahost of luxury brands followed, impressed by thecompany’s client portfolio and its credentials as aluxury packaging specialist.

Keenpac’s global reach is also a significant part ofits appeal. As the company has grown, it hasestablished a firm foothold at the centre ofEuropean and North American luxury markets.Since the late 90s, the company has beenoperating bases in North America, Italy, Switzerland,France and the UK, and enjoys the benefits derivedfrom sharing knowledge and experience gainedfrom working in diverse markets.


The brand was founded by thepassionate Fawaz Gruosi, after he workedas an agent for Harry Winston and later asthe right hand man of the cult figureGianni Bulgari. When Gianni Bulgari leftthe Bulgari group in 1993 so did FawazGruosi, and along with two associates,they set up the brand we all know todayas De Grisogono. Working tirelessly hewas instrumental in bringing the blackdiamond, not seen since the 1930’s,back into trend, and for coining the term’icy diamond’, one that is now commonlyused for diamonds that have a milky look.

With continued expansion and areputation for the stylish and elegant, DeGrisogono needed a packaging partnerwith the expertise, resources andknowledge to help design, produce andsupply the extremely high standard ofpackaging required.

In 2007 Keenpac Switzerland becamethat partner, producing packaging toemulate the De Grisogono boutique’slook of ‘baroque style palaces’. TodayKeenpac Switzerland is proud to deliverjewellery and watch cases for the DeGrisogono Prestigious Creations; a tributeto the black diamond collections thathave contributed to the continued DeGrisogono success.

As celebrities like Naomi Campbell,Rihanna and Demi Moore continue toflock to the De Grisogono banner it is suretheir rise to prominence will continue andKeenpac Switzerland will be there, as astrategic partner to provide their everypackaging need.

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From the first store opening in Geneva,Switzerland in 1993 the De Grisogono brandhas continued to rise in prominence. With17 boutiques around the world, the brand’scontinued growth is without doubt one ofthe luxury jewellery and watch sector’sbiggest success stories.

Back to Black

Case studies

The very first LuxePack Fair was held in Monaco 23 years ago. Theconcept from the outset was clear; to be the international meetingplace dedicated to the luxury goods packaging specialists. It’s aconcept that hasn’t changed, and the fair ever since has becomestronger and stronger over the years, developing a reputation withinthe packaging industry as the annual get together.

Today innovation is one of the key themes. Not surprisingly, manyexhibitors choose to launch their very latest innovations exclusivelyat LuxePack Monaco, and for that reason alone the show is uniquein providing a truly global perspective of the very latest inpackaging development.

Other LuxePack Shows:Luxepack New York May 16/17 2012Luxepack Shanghai April 3-4 2012

The Premier Show for LuxuryPackaging

Anticipation is the name of the game. Whenconsumers buy luxury goods, they can oftenpay significant sums of money for them. Sohow best can luxury retailers give theirconsumers added value and ensure that everyluxury purchase is giving as much as possible?It’s all in the ‘reveal’.

For a packaging designer ‘the reveal’ is all about creating layers to helpbuild expectation. Luckily we have an endless array of packaging typesand materials in our armoury to help us achieve this. Tissue or pouches,boxes or bags, stickers and ribbons, there is a packaging accessory outthere for every reveal!

We of course, have to be careful not to over-package. But we have to lookat things in the context of expectation. If you’re spending a great deal ofmoney on a luxury item, you’d rightly expect a little more care andattention in the presentation. No one would expect an expensive watchto be presented in some bubble wrap and poly bag! Finding the rightbalance is crucial. Unwrapping the gift shouldn’t become a chore, andyet the designer must also ensure that the reveal has simplicity, quality anddetail appearing almost tailored to each individual consumer.

And what of the internet? Many luxury retailers see the opportunity theinternet creates as part of a multichannel offering, and yet how can theycreate the same experience at home as in-store? The answer could beright there, in the power of the reveal – using the packaging itself to createthe experience.

For more then 30 years we at Keenpac have been helping our clients achieve the reveal, but we don’t stop there. We are always on the lookout for more innovative ideas to help us help our client’s customers revel in the reveal!

REVEL IN THE REVEALThe arT of luxury gifT packaging


11www.keenpac.com10 www.keenpac.com

David KerrJob Title: Samples & Product Co-ordinatorYears Experience: 9.5yrs Keenpac Service: 7.5yrsEmployee of the Month Awards: 2Job Skills: Product Knowledge, photography,photo editing, copywritingPersonal Facts: David is Keenpac’s samples co-ordinator. He has a vast knowledge of productspast and present. With his near photographicmemory, he’s the go-to person for productknowledge and understanding of the Europeanluxury retail sector.Likes: 6.30am breakfast with daughter Iris and son JudeDislikes: Men in ill-fitting suits

Pete NichollsJob Title: Packaging Designer & TechnologistYears Experience: 16yrsKeenpac Service: 3yrsEmployee of the Month Awards: 3Job Skills: Packaging design, 3D design,animation, packaging technologyPersonal Facts:Pete is the self-taught packaging designer for theKeenpac Group. He has worked in manufacturing,product development and design within the luxurypackaging sector and has a specialist interest inrigid gift boxes.Likes:Wotsits, sci-fi and spicy foodDislikes: Peas, tardiness and costume dramas

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ArtworkMany of our clients alreadyemploy a design agency, sooriginal concepts are oftensupplied in line with an existingcampaign, brand or designstyle. We’re not about trying tosteal your agency’s thunder,but we do work closely withthem to ensure their designswork in production.

KEENPAC CREATIVEHere are eight great reasons why Keenpac’s creative design services add extra value to your packaging projects.

Verity MasseyJob Title: Graphic DesignerYears Experience: 8yrsKeenpac Service: 6yrsEmployee of the Month Awards: 2Job Skills: Artwork, 2D design, graphic design, trend researchPersonal Facts: Verity won 1st prize for the RoyalSociety of Arts (RSA) bursary award at University in2001 for a project to design a New York loft interior.She won a prize of £2000 to travel round Australiafor 2 months. Verity is Keenpac’s Graphic Designerand our resident expert on trends and textiles.Likes: Eating out (fine foods and wine of course) and attention to detailDislikes: Untidiness and Westerns

Emma TowersJob Title: Graphic DesignerYears Experience: 9yrsKeenpac Service: 5yrsEmployee of the Month Awards: 1Job Skills: Artwork, 3D design, animation, graphicdesign, website designPersonal Facts: Emma is one of Keenpac’s mostexperienced Graphic Designers. She has a wealthof product knowledge drawn from the years she’sbeen with Keenpac, and she’s a real talent whenit comes to designing and visualising in 3d.Likes:Wine and chocolateDislikes: Grumpiness

Jo DaviesJob Title: Marketing ManagerYears Experience: 20yrsKeenpac Service: 1.5yrs Employee of the Month Awards: 1Job Skills: Copywriting, editing, marketing &project management, branding &communicationsPersonal Facts: Jo is Keenpac’s MarketingManager and works closely with the sales team toensure Keenpac are always up to date with thelatest marketing materials. Jo also heads up theKeenpac Creative Team.Likes:Curling up with a good book Dislikes: Rude drivers

Graphic DesignHaving said all that, we’re conceptdesigners through and through, sowe’ll also develop designs fromscratch, provided we have a goodbrief or clear brand guidelines. Orwe’ll create the brief ourselves basedon an assessment of your existingpackaging and where we think itcan be improved.

FunctionalPackaging DesignEverything we produce is ultimatelyfor application in a real situation, sowe have designers who specialise inthe construction side of things. Againdepending on brief, we can take anexisting packaging design andimprove it, by making it easier toopen or more cost-effective inproduction, or we’ll come up withsomething completely different, quirkyor innovative, by way of shape oropening mechanism.

Packaging TechnologyNot strictly speaking part of the designprocess, but nevertheless, pretty vitalsince we’re designing for functionality aswell as appearance. Our designs haveto consider the final use of the productas well – things like storage conditions,transportation, as well as the rawmaterials themselves and how they arelikely to perform in use.

In-House Mock Up SamplesWe can make a whole range ofsamples in house. It’s the next logicalstep following 3d imagery, and it’s justlike seeing the real thing, withoutactually seeing the real thing.

Product SamplesWe have an immense backcatalogue of samples from previousproduction runs which is maintainedon an almost daily basis. In everyorder, we ensure we retain a quantityof samples for our library, so that wehave a ready stock of papers, foils,embosses, and handles available.They’re essential in helping us specifymaterials for production and they’redrawn from all around the globe. Notsurprisingly, the sample aisle hasbecome the ‘must see’ focal point ofthe Keenpac tour.

Innovation ShowcaseNo designer can design in a vacuum,and we’re all bright sparks here, (mostof us anyway) so we love to see newideas for inspiration. Unlike your localprinters and paper merchants whocan hand out a ready supply ofspecial papers, foils and finishes tohelp in the specification process, oursare over 5000km away so it’s a bitmore difficult. Our colleagues fromKeenpac Asia help us out though bysending us anything that’s new anddifferent to help in development. Wein turn pass this on by showcasingthem in our Innovation area.

3D VisualsWith packaging, we’re always workingin three dimensions, not two, so it’simportant that our designs can beviewed in the same way. We havethe software to produce designs in 3d–so clients get a much better idea ofwhat their packaging will actually looklike when its produced. It’s a lotquicker to change somethingelectronically than it is waiting for awhole new set of production samplesto be produced!

IT’S TIME TOMEET THECREATIVESFind out what makes them tick...

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Product focusA quick look at the very latest from around the globe…

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emporiumThis elegant ivory range was created by Keenpac’s in-house graphic design team for the launch of the brandnew Emporium store which opened in Summer.

The finalised design features a beautiful geometricpattern, subtly embossed into a luxurious ivory paper,hot foiled with a matt silver Emporium logo andcompleted with matching grosgrain handles in ivory.Left unprinted, and with just a hint of the design in thebackground, the effect is both simple and elegant.

BareEscentuals.This stunning cotton canvas tote made for beautyand make-up specialists Bare Escentuals just zipsup and packs snugly away. In hot pink andmetallic silver, it’s bound to be a hit with the girls.

Keenpac has an impressivecollection of product samplesdating back over the last 30years. We took time out to chatwith the person who has the taskof looking after them…

What do you do at Keenpac?I manage and distribute, Keenpac Group’sproduction samples which are held here atthe UK Head Office. I’m responsible forordering, receiving, logging, photographing,storing and despatching samples of eachand every product that comes into thebusiness. We’re a big company, so it’s my jobto keep everyone up to date with whatsamples we have, and ensure they’re alwaysavailable for customers to see.

You’re one of the most popular and bestknown people at Keenpac – what’s thesecret of your success?Service! If something is worth doing, it’s worthdoing well, with passion and commitment fromstart to finish. It’s my role to demonstrate tocustomers what we do as a business, and it isimportant to give the right impression at all times.

You’re known for your extensive productknowledge here. How do you acquire yourproduct knowledge, and how do youremember as much as you do?My first job at Keenpac almost 8 years ago

now, was to create the ‘sample aisle’ as wemoved in from the building next door. Everysample was given its place in the aisle by me,so working closely with our product from dayone, (and asking lots of questions along theway) has helped me build up my productknowledge. Our industry is always growing sothere’s always something new you can learn.

What is the best thing about your job?I work daily alongside our global offices, andhave built up some wonderful workingrelationships, from Keenpac Italia, France,Switzerland and North America, which I amvery proud of. It’s also how I have developedmy brand/product knowledge from aroundthe world.

What is the most unusual sample thatyou’ve seen over the years?This would have to be the pillow packcollection that we produced for PPQ ofMayfair London back in May 2007 - giantcats’ eyes on all three sizes of the pillowpacks. Some might say they were purrfect!(See what I did there?)

Do you have a favourite/s?Without a doubt, the complete range weproduce for Tom Ford via Keenpac Italia, (andnot just because the man’s the best thingsince Paul Weller!). The packaging is simplebut effective with a great use of traditionalcolours, grey and brown. It’s a wonderful

example of luxury packaging and theultimate in brand consistency throughout therange. I think it’s a great honour for Keenpacto be the supplier of choice for one of theworld’s biggest names in fashion.

How many different samples do you thinkyou have in stock? Over 700 products from across the globe,ranging from luxury hand-made bags,machine bags, boxes, polythene bags,jewellery boxes, suit/garment covers, hangers,tissue paper, ribbon plus many more....

What is the funniest thing that hashappened to you at Keenpac?Shortly after Keenpac acquired Walsh&Jenkins, I built up a ‘working relationship’ (forsamples/products etc...) with a person whowas called ‘Kim’ based in Sidcup, Kent, who Iassumed was female (all ‘Kims have been inmy day!) After various conversations over theyears, as you do at work, imagine my surprisewhen W&J visited Keenpac and I wasintroduced to Kim (which I was really lookingforward to by the way) only to find out thatKim was in fact a man! How we laughed...moving on….next question?

‘Liveline’ was originally your idea - howdid you come up with the idea and howdoes it work?It wasn’t 100% my idea, so won’t take all ofthe credit for it, but it was crucial for us to havean electronic version of the ‘sample aisle’ tospeed up and simplify the process ofshowcasing our latest products. ‘Liveline’ islittle like an e-commerce website. It allowsproduct images to be emailed directly to acustomer’s in-box, with just a few simple clicks,and acts as an online ordering system, whencustomers want to see the real thing.

As well as Liveline, though, I would like to takeall the applause for one of my original ideas –Keen to Talk. From compiling anddespatching samples over the years, Ithought we should have a ‘tempting’ mix ofKeenpac branded samples that would wecould fit in the post, the range has proved agreat success and brought in a number ofnew orders. Sample anyone?

If you would like your own Keen to TalkPack, you can email David directly, [email protected]

TimberlandOutdoor clothing expert Timberlandis known for its strong environmentalethos, seen throughout its boots,shoes and clothing ranges. Withthis in mind, we’ve taken care toensure their wooden hangers canalso be traced right back to asustainable source. David Kerr

An interview with the man whoholds the key to Keenpac’sproduct samples

In profile

JeellFounded in 1973 the Christian Bernard Group isone of today’s leaders in the watch and jewelleryindustry. Keenpac France has developed thisunique jewellery box range for their in-house brandJeel. Simple but with just a touch of detail, elegant.

White House Black Marketbegan in 1985 as a single,tiny boutique in Baltimore,Maryland. White House offered unique,individual collections of fabulous clothingand accessories in shades of white and ivory.After Black Market opened in 1995, bothboutiques were combined into one concept,and White House Black Market was born. Today this American fashion brand has over

300 boutiques,dedicated to the same

simple black and whiteconcept. The packaging is no different.Developed by Keenpac North America thisstriking collection is created entirely in black –an honest simplicity that reflects the ethos ofthe brand.

White House Black Market

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In style

FRENCH CONNECTION

In the Man Woman campaign FrenchConnection have united British irreverence withEuropean style bringing them to life throughcreating a visually arresting series of film styleimages that capture the consumer’s imagination.

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Trend Focus Past & Present

THE

keenpacCOLLECTION

Keenpac has supplied French Connection with generic andpromotional luxury hand-made paper carriers since 2001. As FrenchConnection has evolved through the years from the infamous FCUK tothe more recent Man Woman campaign, Keenpac has worked withthem to develop the highest quality of packaging that reflects theirunique, inspirational brand.

A simple advertising campaign launchedFCUK onto the British High Street in thespring of '97 and has since evolved topersonify the casualwear offering of theFrench Connection brand.

A controversial ad campaign featuringthe simple line 'fcuk fashion' hit theheadlines and when 'fcuk advertising'followed hot on its heels, the attitude ofthe brand was established.

This campaign is a true mix ofFrench Connection's Englishand French heritagecombined with a stylish hand-made paper bag, the effectexudes class and luxury.

French connection launches anadvertising campaign withoutany logo or brand name usingSOS paper bags produced bykeenpac of course!

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A bright refreshing campaignof green fields and bright blueskies, with a newly developedscript logo.

BRAND ADVERTISING HISTORYTheir campaigns have given the brand great exposure causingdebate in the press. The adverts always aim to disrupt the normalformula of fashion advertising and leave the interpretation up tothe individual.

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Keenpac in Detail Issue 3

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