Simplicity, fashion, modernity. We had to convey the sense of luxurious, minimalist. The art of making more with less.
– Marco Innocenti, Art Director
If your online business’ concept is “ladies, trade in your used duds for other used duds,” the race is on to stop people from dismissing it as “ewww, an electronic thrift shop.” With luxurious papers and handmade elements, the press kit Florence, Italy’s KIDSTUDIO came up with for RE/LABLD instantly gets across the high-end, fashion-conscious nature of this by-invitation-only service.
Intended for high-level press and VIPs, the kit comes tightly packed in a gorgeous handmade box featuring the RE/LABLD name screen printed and embossed on the surface, “hard-to-obtain sharp edges, and a glorious rubber feeling from the paper,” says Innocenti.
Lift off the telescoping lid and an iron-cross fold of beautiful black-and-white fashion images opens up, with the main box at its center. A brilliant effect, and you’ve only just opened the box!
A slight tug on a fabric strip pops up three pieces: “a brochure about RE/LABLD, a look book, and a folder explaining the charity part of the project,” he explains. Their covers are printed on the same rich Fedrigoni Inspira Black paper that’s wrapped over the cardboard that makes up the box. And there’s more sumptuous black-and-white photography to be enjoyed inside the perfect-bound look book which, like the other interiors, is on Fedrigoni’s Splendorgel EW (extra white).
Finally, packed in the box beneath these three pieces, is a mysterious-looking RE/LABLD-branded metal USB drive in the shape of a key, which holds the electronic version of the press kit.
And if you’ve long since ceased thinking of RE/LABLD as the online equivalent of Goodwill – mission beautifully accomplished.