The natural scented candles from the Looops brand were launched on the Austrian market nine years ago. Today, the brand for handmade products has more than 400 business partners. In view of the company's strong growth, the visual identity had now reached its limits. A rebranding - including a redesign of the packaging - was the next logical step.
The company started out small, but has since grown to new dimensions. When the candle manufacturer's production volumes increased, the company could no longer produce the glass containers from recycled wine bottles itself, for example. New types of containers were therefore needed for the candles - and with them rebranding of the entire product line was also necessary. The outer packaging was particularly important.
„We wanted the new brand design to be more than just a visual impression. We wanted it to reflect Looops“ journey, the experience we have gained over the years and show how the quality of our products has improved. The packaging as a whole - from the material to the look and feel - should also emphasise this."
Julia Schliefsteiner, co-founder of Looops
The founders first came across Metsä's cartonboard qualities at Fachpack in Nuremberg. What particularly appealed to them were the Quality and the sustainable origin of the products Metsä and the company's relationship with nature and forest owners.
„Like us, Metsä Board and its products have a strong connection to nature. This was an important basis for our partnership. The pure virgin fibres that Metsä uses for its paperboard grades are a renewable raw material that originates from sustainably managed Nordic forests. They were therefore the logical choice for us.“
Markus Niederfriniger, CEO of Looops
Sturdy and natural cardboard with luxury character
Previously, the Looops candles were packaged in unbleached kraft cardboard with a corrugated cardboard insert to emphasise the handcrafted character of the products. After the rebranding, the founders wanted to upgrade the packaging to reflect the quality of the products without losing the naturalistic character. They therefore decided in favour of the lightweight and uncoated folding boxboard quality MetsäBoard Natural FBB and then developed a minimalist design.
„The uncoated cardboard gives the packaging an outstanding silky feel, and its brightness allows our design to be shown to its best advantage,“ summarises Markus Niederfriniger. „Its Lightweight in combination with high strength brings additional benefits in terms of ease of production and transport savings. It's a great product and a perfect fit for us and our brand.“
Source: Metsä Board
