PAPERMAKER James Cropper has helped to deliver a sustainable packaging solution for a new player in the fragrance market.
BelRebel selected James Cropper’s Vanguard range of paper to create the boxes for its seven fragrances, as well as the absorbent tester blotters for fragrance evaluation.
Containing 30% upcycled fibre, the Vanguard paper provides a second life to recovered fibre and is blended with fresh fibre from ‘sustainable forestry sources’.
The BelRebel team selected cherry, raspberry, daffodil and orange from the Vanguard palette of 28 colours. The chosen shades are said to reflect the narratives of each fragrance and support a ‘seamless transition’ between the fragrance and its packaging.
James Cropper described the packaging as ‘minimalist and sleek’ yet its personality is ‘maximised through the colour and design’. The design is said to ensure only an essential amount of material is used, while the blotters are ink-free, with die-cut branding and a series of regimented holes across the surface.
Lynn Connelly, business development manager for luxury packaging at James Cropper, said, “This partnership demonstrates just how central sustainability is in the start-up world. New businesses like BelRebel are able to challenge big global firms by appealing to the ever-discerning group of consumers who will only choose brands that leave little to no trace on the environment.
“Our FibreBlend Upcycled Technology means that we are able to provide off the shelf as well as bespoke papers which are not only beautiful and functional, but which also give new life to recovered fibre. BelRebel recognises the moral and commercial value in doing better, and we are excited to work with them as the brand continues to grow.”
Natalia Mizejewska, founder & CEO of BelRebel, added, “Responsible production means we can learn how to be circular and not only be a brand of today but also a brand of tomorrow. James Cropper’s holistic approach to sustainability covering upcycled fibre, responsible sourcing, water and colourant usage makes them the perfect partner for us. We are able to show the product’s personality with no damage to our ecosystem.”
