+ + +

CULTURE
BUSINESS UNUSUAL | DESIGN | TRAVEL
PACKAGING OF THE MONTH
By Andrew Gibbs
WHO: Page Three Hundred is a Turin, Italy-based
independent clothing label founded in 2014 by
Gabriele Marchi and Maria Fernanda Barbero. The
company created a daring, sophisticated packaged
brand experience for its fall/winter collection.
WHAT: The packaging is distinct, clean and modern,
displaying a careful balance between Swiss-inspired
design and handmade elements in a two-color scheme.
Shirts and trousers are wrapped in red or white tissue
paper and sealed with a rectangular branded sticker.
They are then placed in a branded red bag and handclosed
with a custom wax seal.
WHY WE LOVE IT: The look is elegant, and the label’s
straightforward descriptions of the clothing ties in
with the brand’s cheeky attitude and clean aesthetic.
The packaging creates brand value through its unique
opening “ceremony,” in which customers physically
experience multiple layers of design hands-on; this turns
a typically uninteresting moment into a ritual that builds
excitement and encourages appreciation of the product.
Most apparel brands do not place a heavy emphasis
on packaging; the hangtag is usually an afterthought.
Page Three Hundred is a fantastic example of an
up-and-coming independent clothing company that
placed a design focus across its entire brand experience,
using packaging to elevate its position and engage with
consumers in a new way.
ANDREW GIBBS IS FOUNDER OF ONLINE PACKAGING
MAGAZINE THE DIELINE.
JARGON
Generica (n.)
DEFINITION: Big-box-store America (pejorative).
USAGE: My artisanal mustard shop will go gangbusters when I open mid-Generica at the
corner of Looks Like Everyplace Else Street and Is This Phoenix or Fort Worth Avenue. Who
wouldn’t love a dollop of handmade clove-honey mustard on their Costco hot dog?
ILLUSTRATION © MIKEY BURTON
24 ENTREPRENEUR MARCH 2015