Rin Tin Tin
Companies adapt popular watch packaging for concept jewelry collections
Unconventional watch manufacturer Fossil shook up tradition several years
ago by packaging its novelty timepieces in tin boxes. Covered with intricate
1940s designs, the metal packaging became as collectible as the watches
and complemented their rugged, adventuresome look.
Levine Design a consulting firm in New York City specializing in
brand identity, packaging and display adopted the tin concept for
some jewelry manufacturers it serves. The tins work well for themed jewelry
collections under a certain price threshold, says the company. "They're
rigid and hard, and they work well when illustrations or graphics are important
to the packaging concept," says owner Pam Levine.
One client, Frederick Goldman in New York City, wanted to transcend its
image as a traditional wedding band company when it launched its Orbit Design
Studio collection, so Levine designed a round tin with bold black and red
graphics. "We were marketing to men, so we wanted something that would
feel masculine, current, hip. But we also had to communicate there was precious
She used tins in a different way with Circle of Wishes, a company with
a themed collection of add-on gold charms. Because the circle was part of
the collection's concept, Levine needed a round package into which she could
fit a small pouch and pamphlet. "We took it outside the tin box arena
and made it very feminine, and it was a nice fit in terms of scale,"
she says. She plans to use metal-sided pillboxes for a new youth-oriented
jewelry collection, which also calls for graphics on its packaging.
Levine Design used tins to create a modern, masculine look
for Orbit Design Studio by Frederick Goldman.
by Stacey King
Copyright © 1999 by Bond Communications.