Kate Spade:
Apple Picking In Central Park – A Custom Packaging Story
Kate Spade:
“since our launch in 1993 with six essential handbags, we’ve always stood for optimistic femininity.
today we’re a global life and style house filled with handbags, of course. also clothes,
shoes, jewelry, home décor, tech accessories and so many other things that you use every day”.
About Our Custom Packaging & Design
Kate Spade: The Custom Packaging Story Begins
From Concept To Delivery: A Custom Packaging Roadmap
Fashion Week 2021 – New York City
With the launch of their Fall 2021 collection, Kate Spade brought a magical one-of-a-kind apple orchard to the heart of New York. 34,000 apples were sourced from local growers throughout New York and brought to the designer’s pop-up orchard.
The Problem: What type of packaging would be strong enough to carry apples, and equally important, be stylish enough for the fashion icons who would be the recipients of the bags?
The Solution? None other than Earth Enterprise – The Greenest Printer On Earth!
Prototyping & Custom Packaging: Bags & Cups & Signage
When Tina Weiss, of EE, was contacted by Kate Spade in late August, she immediately went to work with her team. The first challenge was timing: Fashion Week would begin on Sept 8th, just over 2 weeks away! The second challenge was to come up with an acceptable template to meet the vision of the designer. The design was very complicated graphically, but the EE team met the challenge.
Process
The process began with the team utilizing a 4-color printed flat sheet, which was then die cut from the template created. The “Spade” design on the bag had to be configured multiple times before achieving the perfect look. The single sheet had to be completely laminated to prevent cracking, The next challenge was to construct a handle which would not tear with the weight of the apples. The team rendered a beautiful striped double-backed folded 3-inch handle that required a perfect matching to the stripe on the bag itself. Each handle was meticulously hand-glued into every bag, using a glue made from a sustainable laminate, in keeping with EE eco-conscious best practices.
During the process, the “dummies” were tested with a double quantity of apples to ensure the structure would adequately hold them during distribution at the event. The result was perfection! The apple bags became a fashionable tote to hold on the arm rather than a “squeeze” handle. Kate Spade also requested a separate white handled bag and personalized cups and napkins for the event, which the Earth Enterprise team delivered.
Custom Packaging- Steps To Success
Custom luxury packaging is more than a creative process, it requires a form of architectural design:
- Analyzing the requirements of the client, which involves a clear understanding of “use cases” for the final packaging.
- Construction Specification Design
- Custom color creation for identical match of clients preferred color scheme and campaign
- Creation of dieline(s)
- Creation of a hand-constructed prototype
- Production of final printed prototype for client approval
- Specifications for print and packaging manufacture
- Final production and inspection of luxury packaging
- Shipping, Storage and Distribution of final packaging.
Results
In the end this project was truly a shining apple for Earth Enterprise, Tina Weiss and her team. Four days from quote to production, and delivery on Sept 3rd and 7th. The Kate Spade response was one of high praise for effort, functionality, and stylish results:
“Thank you for all your help! We are OBSESSED with you! The bags were a hit with everyone! You will always be our first call for packaging!
Kendall & Gretchen – Kate Spade Team
“We are the perfect choice to create something beautiful, that keeps both the visual but the technical durability in mind.
I’m also totally psyched about taking part in a project that brings people together in the city we are rooted and love.”
Tina Weiss – Earth Enterprise Team
Create Your Own Custom Packaging
Whether you need custom ink colors, a complete protptype, structural testing, or you have already have your complete design set to go…
