Frances Shoemack founded the Abel brand, naming it after the Dutch explorer and adventurer Abel Tasman who was 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.
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