Established in 1879, Birks is Canada’s number one brand of prestigious jewelry. This high-end jewelry maker stands out with its elegant and luxurious creations. In 2007, Birks wished to work on its image and turn to modernity, all the while preserving the brand’s heritage and traditions. The famous jewelry maker commissioned Paprika to design a new packaging concept that would convey such a transformation and present its clients with the new identity.
Because of its inestimable iconic value, we kept Birks’s blue box as our design’s linchpin. To make it more contemporary, we added a subtle metallic finish, complete with the packaging’s blue and brown glints. We also transformed textures and materials and created new bags, ribbons, and boxes. Without impairing the brand’s soul, those graphic transformations gave Birks’s classic packaging added value.
Graphex 2003 National Design Awards - Award of Excellence / Packaging Program