Göteborg office

Stora Badhusgatan 37
411 21 Göteborg
+46 31 339 62 00

Stockholm office

Kungsgatan 48
111 35 Stockholm
+46 31 339 62 00

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A glimpse of an ancient craft

The story of Eton began in 1928, in the tiny village of Gånghester. Today, Eton shirts and accessories are sold all over the world – courtesy of brand stores in London, New York and Stockholm. Retail luminaries like Harrods, Selfridges and Galeries Lafayette also carry the brand.


Nothing but the best material, design and craftsmanship is good enough for Eton’s customers. This was reflected by the product – but the packaging fell short. Our assignment was to design new packaging for the product range, stores and e-commerce platform.


Craftsmanship and attention to detail – the Eton way for more than 80 years – are at the heart of the new packaging. Adorned with anecdotes, facts about shirt making and the company’s history, the packaging serves as an Eton encyclopedia in miniature. And a closer look reveals metal foil illustrations, inspired by time-honoured tools of the tailor’s trade. Designed from scratch, the packaging is easy to store and durable enough to meet the toughest transport demands.


The new, uniformly designed concept has given rise to a more distinctive brand, an increase in product value, and greater cost-efficiency.