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Julien Déchenaud: an Easter coffret with a design twist

Katie Nichol

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Julien Déchenaud: an Easter coffret with a design twist

As Easter approaches, chocolatier Julien Déchenaud has unveiled new packaging for its signature peanut praline chocolate eggs. The concertina-style coffret that hugs the contours of the confectionary is made from kraft paper-card.

For French chocolatier Julien Déchenaud’s easter egg packaging, design agency Bemad sought to think outside the box, using as General and Creative Director Guillem Riba explains, “a combination of a disruptive design and industrial production”.

Bemad came up with a patented design — a concertina-style coffret and integrated insert (La Paper Factory) that mimics the egg’s shape — which presents the chocolate in an almost jewel-like fashion, while putting kraft paper-card front and center. In line with the chocolatier’s color codes, a blue paper-card band with the brand’s logo hot stamped in white fits onto the coffret’s closure, encircling the pack.

“The choice of material was extremely important,” Riba tells Luxe Packaging Insight. “We opted for food-grade kraft paper-card to recall the world of artisanal crafts. But a simple material does not necessarily mean a simple pack; thanks to La Paper Factory’s capabilities, we pushed the limits of what is technically feasible in order to make this innovation a reality,” he adds.

While free of plastic and glue, the pack, which is delivered flat and assembled by hand, does include magnet closures. Bemad notes, however, that the magnet closure can be replaced with a label.

Component

CoffretLa Paper Factory

Component

DesignBemad

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