Challenging convention in the perfumery industry, fragrance brand Floral Street approached James Cropper 3D Products ( looking for an alternative to the typical lavish over-packaging used by existing brands. The result is a striking and sustainable solution.

The outer box made entirely from James Cropper 3D Products’ COLOURFORM packaging, which is made from 100 percent renewable natural wood fibers from well-managed forests and high-quality content from James Cropper’s own world-class recycling plant. The packaging is fully recyclable with household paper and biodegradable, leaving no trace even if it does end up in landfill.

“We really wanted to change the way perfume is presented with Floral Street and do it in a way that had a reduced effect on the planet – that means no cello-wrap, no rigid carton and no plastic inserts. We worked with our design agency, Michael Nash Associates, and James Cropper 3D Products in a team approach to produce a complete packaging solution which included a lid, a base and interchangeable inserts for the various bottle sizes, which mirrored our beautiful yet industrial aesthetic. It was also essential for it to be fully recyclable and to be made using sustainable production methods," said Michelle Feeney, founder of Floral Street.

From design to manufacture, Floral Street was able to draw upon James Cropper’s 170 years’ experience of world-leading innovation and expertise in colored paper and fiber products. Created to exact requirements, vision and taste, COLOURFORM can match any color with guaranteed consistency and a quality, tactile finish.

Matthew Miller, business director at James Cropper 3D Products, said: “Like Floral Street, we’re all about challenging the status quo, so we were really excited to put our expertise to use and provide them with a packaging solution perfect for them. Our team worked closely with Floral Street to capture their vision and really understand the brand, before we set to work overcoming the technical challenges this presented. We’re delighted with the result—it’s a great demonstration of style and sustainability in perfect harmony.

“For a long time, the fragrance industry has been guilty of using elaborate plastic packaging with various components, making it difficult for consumers to recycle. With Floral Street, customers can carry their favorite fragrance home in a sustainable box, knowing that their impact on the environment has been minimal. They can then easily recycle the box as they would any other paper waste, or reuse it in any way they wish. This plastic-free packaging is helping consumers and brands express themselves in a way that has been challenging until now.”