Tiffany & Co. has the most coveted packaging in retail history. Ask any girl about their fantasy engagement ring and it will be nested inside the little blue box with the white bow and embossed with their logo.
Tiffany & Co. (more often known as Tiffany’s) is a premier jewellery store with their headquarters operating at the corner of Fifth Avenue and 57th Street in Manhattan, New York City. Tiffany’s is well-known for their diamond jewellery and fine taste.
Part of what makes the blue box work is the protection of their brand. The pretty robin egg blue colour is Pantone #1837, named after the year Tiffany’s was established. Not only the colour but the boxes themselves and their logo are trademarked. Nobody else can use the colour, box or logo which keeps the blue box very exclusive. While the boxes are free, they are only available with a purchase.
Another reason why Tiffany’s blue box is so coveted is the quality jewellery inside. A brand can only be as good as the product or service provided. Their long time reputation and consistency are tied with an emotional response of receiving jewellery. This, in turn, is a reflection of their brand. The boxes have a simple elegance to them that never competes with what’s inside.
Tiffany’s uses their blue box in their ad campaigns. In the above 2015 holiday campaign video, they use the slogan “Joy comes out of the blue”. The blue box is the focal point throughout the video, further adding to their brand equity. Even though the logo is on the end plate of the video you know who this video is for well in advance.
What you can take away for your business?
If you have a business that sells a product, do not underestimate the power of packaging. Your packaging is an opportunity to add to your brand equity. It doesn’t have to be difficult or expensive, but it does have to be consistent. Some of the most simple things can make your product and brand stand out like coloured tissue paper, bags, boxes, stickers, tags or cards that feature your logo. These are things that your designer can help you with.
Check out more of Tiffany & Co.’s brilliant branding on their website: www.tiffany.com
Branding Icon is a series of case studies with the intention of looking at the branding techniques of exceptional businesses. All the logos and other marketing materials are owned by Tiffany & Co. High Five Creative was not involved in the creation of these assets.