Tiffany & Co: The Epitome of Luxury Packaging

The indispensable importance of product packaging within any sector is undeniable, however is seemingly of greater importance within the realms of luxury and high-end consumption. Relying on perception, emotional investment, tactile quality and the consumer experience — luxury packaging must be designed to target consumers on a level that indubitably surpasses the purely superficial. Perhaps the most iconic brand to have achieved such acclaimed success, alongside what some may even consider as the epitome of luxury packaging, is none other than Tiffany & Co.

Introduced in 1886 following founder of the company Charles Lewis Tiffany’s release of a catalogue featuring stationary and fancy goods, the ‘Tiffany Blue Box’ — a phrase even trademarked by the brand — immediately became an item just as coveted, if not more so, than the jewellery itself.

As reported by the New York Sun in 1906, ‘Tiffany has one thing in stock that you cannot buy of him for as much money as you may offer, he will only give it to you. And that is one of his boxes.’ (New York Sun: 1906) In the brand’s signature trademarked ‘Robin’s Egg Blue’ colour, Tiffany boxes bare the most protected Pantone colour in branding history (Pantone No. 1837, as to reflect the year of foundation). Said to have been chosen to reflect the popularity of the turquoise gemstone in 19th-century jewellery, according to Pantone Color Institute executive director Leatrice Eiseman the colour ‘evokes positive thoughts and reactions, and this, combined with the status that Tiffany has assigned to it, makes for perfect packaging.’ (Eiseman) The tops of the boxes are also embossed with the brand name, Tiffany & co., in Baskerville Old face, though even without they are unmistakably belonging to the brand. The ‘de rigueur' accompaniment to the blue box comes in the form of yet another trademarked accent, a white satin ribbon tied in front of the consumer at point of purchase which transforms a simple purchase, into a memorable experience.

Tiffany & Co. use these packaging devices in order to target the niche desires of the luxury consumer. It is the carefully considered design decisions in conjunction with the formal finishing and experience at the point of purchase that have unquestionably put the company at the very heart of brand excellence. Every aspect of the packaging, from the colour to the tying of a ribbon, has been used to enhance sales appeal and evoke greater consumer appraisal via heightened suspense of receival and/or ownership. Considered internationally as a symbol of ultimate style and sophistication, Tiffany’s white satin ribbon crowned blue boxes are said to ‘make hearts beat faster, and epitomise Tiffany’s great heritage of elegance, exclusivity and flawless craftsmanship.’ (Tiffany: 2017)