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How the Tiffany’s Box Redefined the Standard of Luxury Packaging

Nothing is more iconic in the custom packaging industry than Tiffany's little blue box with a crisp white satin ribbon. No amount of Originally custom packaging was rudimentary, and only made for food and beverage containers. This remained unchanged until the late 19th Century to early 20th Century. In 1886 Tiffany & Co. founder Charles Lewis Tiffany changed the custom packaging industry standard, not to a golden standard but a blue standard. Adweek was once quoted saying that the blue box ‚is very possibly the most recognizable and most desired retail container in history." There is no custom luxury packaging more beloved or exclusive than the renowned jewelry brand of Tiffany & Company. The New York Sun emphasized that Charles Lewis Tiffany's has one thing in stock that you cannot buy for as much money as you may offer; he will only give it to you. And that is one of his boxes. Since the 19th century, the iconic robin's-egg blue box has captured the world's attention. Custom packaging designers have been trying to replicate Tiffany's success ever since. What has set the Tiffany and Company's blue box as the premier standard for custom packaging? There are three distinct reasons why their custom box has stood the test of time 


They dared to be different and produce their own custom blue-coated paper packaging that stood out. Colors play a deep psychological part in society, similar to how many associate cool colors, with the feeling of serenity, trustworthy, and clean. "From the moment you set your eyes upon Tiffany's cool and fresh aquatic blue shade, a color that speaks to vibrancy and escape, you are immediately transported into a world filled with luxury and delight." Laurie Pressman, Vice President of Pantone Color Institute. Tiffany & Co. kept this in mind when selecting their brand identity. The Tiffany blue color was probably originally due to the association with turquoise gemstones that were popular during the 19th century. The turquoise gemstones were especially a favorite of the wealthy upper classes, nobility, and royalty at the time. For the offset printing process of the Tiffany box, the color was trademarked in 1998 and then soon after standardized by the Pantone Matching System (PMS) so that it may remain consistently the same and permanently associated with the luxury brand. The special ink or spot color is Pantone No.1837, (coined from the year Tiffany's was founded) is used to give it the signature blue color.


The old saying, less is more, is never truer. The simple design with the blue color is a showstopper. Tiffany's head jewelry designer, Francesca Amfitheatrof was quoted saying ‚ "I believe there is great power in simplicity." It's easier to recognize, understand, and create. Overall, it is just easier and in the human mind, we are more likely to place our trust in simple to understand branding. Tiffany was able to establish a trustworthy brand while remaining classically simple. The signature blue box is embossed with a Black Tiffany & Co. logo in Baskerville Old Face font which is easy to read and in true Tiffany's fashion, it‚Äôs tied up with a white satin bow.


Tiffany's Luxury Packaging The final piece to Tiffany's success is the long legacy of commemorative moments. From an engagement ring to the super bowl's Vince Lombardi Trophy, Tiffany's has captured some of life's most joyous occasions and successfully associated them with their product. It evokes positive thoughts and reactions, and this, combined with the status that Tiffany has assigned to it, makes for perfect packaging. Pantone Color Institute executive director Leatrice Eiseman. Who knew that packaging could become so important and create such an emotional attachment?


Tiffany & Company's simple robins egg blue packaging is timeless. Though they continue to produce new trendsetting jewelry lines every year, Tiffany's illustrious legacy will forever be tied to the same packaging design. Simplicity, color, legacy is the key to their packaging's success. "We are in a rare and enviable position, that consumers recognize the brand simply by seeing the color -- even without any other brand identity," The option to stick with simplistic branding plays off of the human psyche of trustworthiness and emotional attachment. The signature branding color has enhanced its long legacy. When companies design their luxury packaging, remember the blue standard, and that simplicity can be compelling.

The Yebo Group Packaging Solution

When it comes to luxury, the packaging is priceless ‚ and Yebo knows luxurious packaging. The Yebo Group is an all-in-one packaging and printing shop. We share the same commitment and passion for luxury packaging that Tiffany & Co. does, but we believe that luxury packaging should be available to everyone. Whether you're a startup or big corporation, the Yebo Group amplifies the extravagance of luxury products by providing the most advanced custom packaging options in the industry. We are a trusted partner to some of the biggest luxury brands. They trust us to produce great packaging and ensure their products' safe delivery using our protective packaging. Our Rigid Boxes continue to be an industry favorite, and sometimes adding additional lighting, sounds, dynamic inserts, or video displays to the box. We've done it all, and our expert packaging designers are always up for a new challenge. Yebo is a custom box and packaging company located in Orange County that services a broad spectrum of manufacturing, distributing, and marketing companies. In fact, we've serviced clients from local startups to global brands. We've made this a hallmark of our success by partnering with our clients. Simply put, we're not just a vendor but a qualified extension of your marketing team.

To learn more about custom protective packaging, call (800) 356-0267 or email

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