H&M Communicates Luxury with Korsnas Board

H&M partners with an external company for the graphic design, while the main office in Stockholm specifies the board material.

09/01/08 ‘We chose Frövi White for the print quality,’ says H&M packaging buyer Viveca Kleebinder. ‘The material’s properties enabled us to reduce grammage compared with FBB, which we have used in previous years. With this graphic design, we’re trying to communicate a feeling of luxury and flair, so print quality is essential. The whiter the cartonboard, the better the results.’

Christmas is the season for secrets, and H&M is no exception to the rule. Every Christmas season, they develop a new gift pack design. During the design process, everything is top secret. Not until mid-November is the design revealed. H&M partners with an external company for the graphic design, while the main office in Stockholm specifies the board material.

Frövi White worldwide
To ensure a more personal, less commercial feel, H&M does not print its logo on the pack. After all, it’s the giver who stands behind the present, not H&M. The gift packaging is used during the Christmas season at all 1,499 H&M shops in 28 countries. Germany is the largest market, followed by Great Britain and Sweden.