Creating retail-ready packaging for a French tights brand in a category sold on legs, not brand.

The challenge

With entry into retail on the horizon, Betty Tights needed packaging that could get the brand shelf-ready and hold its own once it made the jump.

What we did

Packaging Design

Structural Design

Clichés we rebelled against

Mainstream hosiery packaging, from known brands down to most supermarket own-label ranges, typically uses a flat card sleeve built around a single cropped photograph of a model’s legs and a size chart, with the brand itself reduced to a small logo. It’s a functional format built for a wall of near-identical boxes rather than for standing out.

The approach

We put the product itself front and centre in a structural box rather than the category’s flat photographic sleeve, and gave Betty’s already-loved logo a scale competitors rarely give their own branding. The structure was also designed to pack faster and be stocked more easily than the standard hosiery box, so the retail-ready version solved a supply-chain problem alongside a shelf one.

From the client said

Noramble understood our brand identity and target audience really well, which they then translated into a packaging that perfectly captured our essence.

Joanna Bommarito

Co-Founder | Betty Tights