Tekla
Rethinking premium by leaning into context and designing a lightweight packaging system for endless bedding combinations.
Goods teamed up with Tekla to collaborate on rethinking what premium packaging is within their bedding collection. What started as a refinement process of their classic white boxes, shifted in response to our research and insight phase. Working closely with Tekla, we built insights by interviewing wholesale partners, studying Tekla’s supply chain and analyzing the existing pack system.
A key learning was that their bedding items are sold individually, allowing consumers to mix pillow cases with different colour duvets, for example. Given that most orders contain multiple products, individually packed, it became clear that the heavy-weight structure of the white box needed to be challenged. Receiving so many premium boxes from a combined order can be overwhelming—leading us to rethink the meaning of “premium” in this context.
A key learning was that their bedding items are sold individually, allowing consumers to mix pillow cases with different colour duvets, for example. Given that most orders contain multiple products, individually packed, it became clear that the heavy-weight structure of the white box needed to be challenged. Receiving so many premium boxes from a combined order can be overwhelming—leading us to rethink the meaning of “premium” in this context.
Today we see a new kind of luxury, one based on connection to craft, the representation of time or care given, and a responsibility toward natural resources. With this in mind, we designed a lightweight, environmentally sensitive envelope that plays with conventional bedding formats in a modern, premium light. The solution elevates old standards through use of innovative materials like Paptic, that bring a tactility evocative of textile. Structural details thoughtfully improve packability, while print details strategically invest alongside key brand moments. Most importantly, the envelope feels like just enough and never too much.
“Goods felt like a part of our team during the whole process and their work felt like a natural continuation of our brand story. Their input turned the original scope on its head ending with a solution so simple it seems obvious in hindsight.” –Kristoffer Juhl, Managing Director Tekla
Photography by Magnus Nordstrand
