November 16, 2020

Tiffany & Co. – Luxury packaging done right

Tiffany & Co. has been in the spotlight recently due to the on-off merger with LVMH (Louis Vuitton Möet Hennessy). The two luxury brands have finally concluded an agreement that will see LVMH spending $15.8-billion to take over Tiffany & Co. This comes after a tumultuous year where the Covid-19 pandemic nearly derailed the entire merger and left the two brands in a bitter dispute. 

Now seems a good time to revisit the iconic Tiffany packaging. The blue box was once known as the only thing you couldn’t buy from Tiffany & Co. This unmistakable little box has been studied over the years as an example of what to do right when it comes to simple yet exemplary packaging.

Tiffany Blue is a trademarked colour

Many iconic brands have a unique colour or packaging material that makes them identifiable. Louis Vuitton, for example, uses a rich brown with gold details. Other big brands use certain packaging shapes and accents. The Hennessy bottle, for instance, has a unique shape that would make it identifiable even without labels.

Tiffany & Co. uses an eye-catching robin egg blue that has now become known as ‘Tiffany Blue’. Today, it is one of the most renowned packaging colours. It was introduced in the mid-1800s and was trademarked by the company in 2001. It even has a unique Pantone code of 1837 – the year Tiffany was founded. 

The colour was carefully selected based on the fashion trends of the era and it has been used by Tiffany & Co. ever since. Blue jewellery was desirable in the 19th century and turquoise gems were commonly given to wedding guests as a gift. Charles Lewis Tiffany, the company’s founder, published a book on the world’s most precious gemstones in 1845. The book was the first of many to be covered in Tiffany Blue. This colour was perfectly suited to package engagement rings and luxury jewellery; a desirable colour that is synonymous with love and happiness. 

Pop culture promoted the brand’s recognition

Tiffany & Co. have certainly got it right over the years and have ensured the brand has become entrenched in pop culture. The 1961 classic movie “Breakfast at Tiffany’s” and the 1995 hit song of the same name are just two examples. These popular culture stories portrayed the brand as a luxury lifestyle rather than just valuable jewellery.

It’s no wonder that LVMH ultimately agreed that this valuable brand would be an important part of their impressive luxury stable.


IPL Packaging is a global luxury packaging supplier with offices in the USA, Europe, Mexico, Asia and Africa. Approved manufacturing is available in several Asian countries, as well as sites in Eastern Europe. We create bespoke, tailored and exclusive packaging for any premium or luxury brand and manage the entire process, from conceptualisation and design to production and delivery.

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