The fiber-based packaging solution is made from materials that are recycled and recyclable. Additionally, there are no plastic bags within the box. The packaging also features corrugated buffers treated with an innovative anti-scratch coating that has been applied to prevent external blemishes.

The bespoke packaging concept was expertly designed by DS Smith and the Versuni Experience Design teams to create a striking ‘unboxing' experience with the coffee machine prominently displayed at the center for consumers to see immediately. Consumers can easily see and identify the bold and visually arresting artwork of the product on the retail shelf or online.

”Consumer trends and expectations are fast moving and in keeping with desires for sustainable packaging we designed this product solution to create a high-end visual impact for the shelf and online. We also always follow our company-wide purpose to redefine packaging for a changing world and work closely with our customers to help them transition towards a circular economy”, said Thoran Ottens, Divisional Key Account Manager, Electronics, DS Smith.