Abel

Frances Shoemack, a former winemaker, defied the odds by successfully launching her first 100% natural fragrance in 2013, when many believed it wasn’t possible to create a luxury perfume using only natural ingredients. Her radical thinking and determination convinced fellow conspirator, master perfumer Isaac Sinclair, to join her. Today Abel leads the conscious fragrance movement with unwavering ethics; through biotechnology, master perfumers and 100% natural ingredients.

To launch their brand, five fragrances were created that also required packaging to fit in with their natural and organic ethos. Progress were commissioned to manufacture 10,000 shoulder boxes that were split over five different designs and two custom sizes. Covered in uncoated paper, the box lids and bases were printed in two colours plus a matt varnish and spot UV. A white EVA foam insert was created to hold the bottles securely in place on the base, with an extra card shoulder printed one colour with a matt varnish, to hold the bottle in place. To coordinate with the clean look and feel, the boxes were specified and produced with a ‘sharp-edge’ finish.

Project photos: Atelier Joachim Baan