Frances Shoemack founded the Abel brand, naming it after the Dutch explorer and adventurer Abel Tasmen – the founder of Shoemack’s home country New Zealand. Established in Amsterdam, the company was set up with one clear goal: to create the world’s most appealing, completely organic perfume range.
Progress was commissioned to manufacture a box to hold a collaboration fragrance – Abel X Gray Label – a natural fragrance for mums, made by mums. The chosen format was a box and lid construction with a shoulder and card insert to hold the bottle. Covered in Colorplan China White paper, which is FSC accredited, this box is fully recyclable. Soy and vegetable inks were also for the branding, with matching note cards produced for this range.