The 162-year-old fashion brand has chosen a shade called safran impérial (imperial saffron) which will be featured on its shopping bags and boxes. The colour will be complemented by cobalt-blue ribbons and bag handles.
Michael Burke, chairman and chief executive, Louis Vuitton, said the packaging will eventually roll out to the brand’s 450 stores worldwide.
According to Burke, the emphasis for the new packaging is more on longevity than style. “We don’t want the packaging to be fashionable. It’s supposed to have quite a long life cycle,” Burke told WWD. “In most cases, brand colors play off of black and white. We wanted to be different.”
The new packaging is already starting to appear in stores.
Source: Packaging News | Jobs | Production | Design | Innovation