The Rebranding of Charlotte’s Web: Part 3
The third and final stage in Charlotte’s Web rebrand was to create beautiful new packaging to complement our new look. We know how important packaging is to our customers, especially as many send our eco-luxe jewellery directly to the recipient as a gift, so we knew we had to get it right.
Sustainability was, of course, our priority when designing our new jewellery packaging, and we knew from the start that we would only use boxes made from recycled materials and FSC-certified tissue papers. But we also wanted to keep our packaging to a minimum. Just enough to protect our precious handmade jewellery, just enough to delight the recipient, and just enough to showcase our brand in style.
Eco-Conscious From Design to Delivery
Once again, our great female minds came together, and we decided on a reusable, recyclable packaging box for shipping our ethical jewellery worldwide. Focusing on simplicity, we opted for a recycled cardboard box with a resealable strip, so our customers could use the same packaging to return unwanted items.
We branded the inside lid of the recyclable box with our new wordmark logo, icon, and a message of love, just as you would expect from a luxury jewellery brand, to create something scaled back, stylish, and sustainably chic. With our outer packaging complete, the next step was to design bespoke packaging for our silver spinning rings, Chakra jewellery, birthstone necklaces, and gemstone bangles, and we couldn't wait for the challenge.
If there is one thing we have learned since founding Charlotte’s Web some 20 years ago, we should never underestimate the power of packaging. After the website, it is our customer’s first impression of our brand, so we knew we needed a distinctive, thoughtful design that was stylish, sustainable, and suitable for gift-wrapping our beautiful handmade jewellery.
Sarah prepared a dossier of ideas for us to consider at Charlotte’s Web HQ. Initially, we thought we would like something ‘edgy’ to send to our customers, but when considering our options, we decided on a scaled-back design that elegantly represented our ethical jewellery brand.
We’re sure you will agree that our Jaipur pink jewellery boxes are striking in their simplicity. Our wordmark logo in gold foil lends a sophisticated shimmer to the neutral colour palette, while luxuriously soft velvet inserts give every piece a designer feel. We also added our gold icon on the inside upper lid for a flash of gold as you open your Charlotte’s Web jewellery to enhance your shopping experience.
Our newly designed jewellery boxes come hand-wrapped in our icon-branded tissue paper, with the option to add a ribbon and gift card at checkout if sending your purchase as a gift directly to the recipient.
Sustainably Handmade in India
We are proud to confirm that, like our handmade jewellery, our new rebranded jewellery boxes are sustainably handmade in India using 100% recycled materials. All our textured papers are FSC certified, and our shipping boxes are reusable with resealable tape for returns.
We think our pretty pink jewellery boxes are a work of art, something to treasure along with your favourite Charlotte’s Web pieces, and they are perfect for storing your recycled silver and gold vermeil jewellery between wears.
We can only imagine the delight on one’s face when unwrapping such a gift box. It is the epitome of ethical luxury and as kind on the planet as it is good for the soul. We’d love to know what you think of our rebranding journey. Hashtag your thoughts on our social media channels.
We’re the new Charlotte’s Web. Inspired by Adventure, Ethically Created. Welcome to our World.