Redefining Luxury

- A Whole New Take On Packaging Design -

by Pamela Tailor | July 2020

PHOTO BY RUINART

For decades, Champagne gift boxes have been a synonym for the extensive use of robust materials and opulent eye-catching finishings. The most universal package shape has been the rectangular cardboard box, almost like a homogeneous Champagne bottle uniform. In 2020, Maison Ruinart has managed to ultimately change this mindset by creating a groundbreaking innovation in the category – the ultralight “Second Skin” case, a 100% protective cellulose shell, plastic-free, entirely recyclable and nine times lighter than the previous generation of standard gift boxes. A tailor-made dress individually molded to follow and highlight the iconic curvy silhouette of the Ruinart bottle.

When the first pictures of the “Second Skin” were released by Ruinart, they immediately caught my attention. I had already admired the innovative Colourform™ molded fiber technology both at the Monaco “Luxe Pack” and Reims “Pack & Spirit” trade shows. It was such a delight to see it now being implemented with a high level of authenticity by a Champagne brand.

This exquisite and groundbreaking solution required ample time to be born. The “Second Skin” is the fruit of two years of research and development and the result of a strong collaboration between Ruinart’s teams and its manufacturing partners: James Cropper, the prestige paper innovator, and the luxury packaging expert “Pusterla 1880”. It took seven prototypes before arriving at the final product version.

PHOTO BY RUINART

PHOTO BY RUINART

PHOTO BY RUINART

The innovation of “Second Skin” goes far beyond the visual codes. The opacity of the paper was reinforced by adding a protective layer of a natural metallic oxide. This makes the case impermeable to light and hence protects the Champagne’s taste integrity. Additionally, the “Second Skin” is not only designed to withstand refrigeration, it can also survive several hours in an ice bucket without any signs of deterioration.

A few weeks after the first release, but long before the official market entry, I had the privilege to receive a press kit including a bottle of Ruinart Blanc de Blanc dressed in the novel “Second Skin” package plus an invitation to a live session with no less than Frédéric Panaïotis, the Cellar Master of Ruinart. When I opened the press kit box, I felt the immediate desire to grasp the bottle and feel the material.

The “Second Skin” felt raw and silky at the same time. When touching the finely engraved texture of the pack, I found myself going back in time to my first visit of the historic Ruinart cellars in Reims and its endless network of underground caves. It was a few years ago, when I decided to realize one of my dreams by visiting the Champagne region on my birthday and discovering more of the French art de vivre. At that time, it felt quite natural for me to start my visit at Maison Ruinart - the first Champagne house established in 1729.

Ruinart always dared to be innovative. It was the first house to launch a rosé champagne in 1764, the first to use wooden cases for the transport of its bottles in 1769, the first to collaborate with artists in 1896 as well as the first to acquire the millennial chalk cellars being ideal for aging wines.

The pioneering spirit of Ruinart is now again perfectly manifested through its new packaging design and revolutionizes the category. It shows respect to nature and reflects the company’s spirit to evolve with time. While the values of the consumers have shifted, they wish to engage more with responsible brands. The "Second Skin” is a new take on luxury and shows that sustainability does not have to compromise on quality or the beauty of design.

PHOTO BY TIME FOR CHAMPAGNE

- This article has been published on the Edition 185 of the Creativ Verpacken Magazine -

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