Innovation Awards spotlight | No pack is the new pack
In December 2025, our prestigious jury — featuring leading names including Bvlgari, Louis Vuitton, Kering Beauté, Chloé, and many more – came together to evaluate the entries for the Packaging Première Innovation Awards. The winners were then unveiled, celebrated, and honoured at the inaugural Innovation Awards Gala, held on the eve of Paris Packaging Week 2026.
The objective was to redesign the jewellery packaging, which was originally composed of more than 12 different materials. The team challenged the sustainability of the case and all its accompanying elements (shopping bags, pouches, etc.).
The ambition was to create a disruptive packaging solution, unlike anything else in the jewellery sector, in order to establish a strong and distinctive signature.
How did the pack fulfil the brief?
The project achieved a 50% reduction in environmental impact while fundamentally rethinking transportation efficiency across the entire packaging system. It significantly simplified the structure by reducing the number of materials used from 12 to just 2, enabling easier recycling and improved circularity.
The pack now incorporates eco-responsible materials, notably recycled aluminium and felt, carefully selected for both their sustainability credentials and premium aesthetic. In addition, a new removable insert system has been developed using a pressure-fit assembly, eliminating the need for glue and allowing for easier disassembly, reuse and end-of-life processing.
Why do you believe this pack deserves to win an Innovation Award?
This packaging directly addresses today’s environmental challenges by drastically reducing materials, improving recyclability and rethinking the entire product lifecycle, while at the same time redefining the traditional codes of jewellery packaging. Moving away from ornate, multi-material constructions, it introduces a minimalist yet highly distinctive design that combines sustainability with a strong luxury aesthetic.
Through this bold and unexpected approach, Boucheron positions itself as a true pioneer, breaking away from industry standards and setting a new benchmark for innovation and responsibility in the world of fine jewellery.
Who did you work with on this project?
- Utopies – Packaging assessment, including material brainstorming and evaluation of the previous pack. Collaborative workshops.
- Possible Future / Frog – Packaging concept development, design and material proposals.
- Cosfibel – Packaging production.
