/ Eton

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.

Direction

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.

Creation

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.