We have staged the packaging in order to create excitement and an urge to open it working through many layers. An important part of the experience is the introduction of a charm, which like a seal appears after the first layer of packaging. The charm is detachable and the idea is that it can be passed on to your love ones thus living a life on it’s own and extending the brand experience. It can be used as a bracelet, as decoration or even as a piece of jewelry on a mobile phone. The materials for the packaging are inspired by traditional Japanese paper craftsmanship. A real challenge was to create a scalable packaging design that could be used on all kinds of boxes ranging from small to extra large as well as jewelry cases, diamond bags and shopping bags. Only the most exclusive materials have been used for example genuine silk inside the cases and the charm is made of corian with real silver embossment.