In the summer of 2017 Jimmy Choo launched the eau de toilette L’EAU. The process of finalising the elegantly simple paperboard cartons left absolutely nothing to chance. The pale pink carton is deceptively simple because it has actually passed through 12 finishing stages.

Made from Invercote G and converted by French printers Draeger for Interparfums, the carton is offset printed on both the inside and outside, while the external packaging has a blind-embossed snakeskin pattern and two rows of text on the front.

The outside is also laminated with soft touch film, has a matt varnish, and is foil embossed with both silver film and holographic film.

“Our decision to use Invercote G was motivated by the fact that its smooth surface allowed a very faithful reproduction of our design,” says Axel Marot, Supply Chain & Operations Director at Interparfums.