The success rests on a pack that is as exclusive as the product. The first edition for Northern Playground was produced in about 12,000 units. White paperboard for women and black for men. The pack is bipartite so the customer can pull out the bottom section and feel the first-class merino wool.

“We used Invercote Creato with a PE coating on the outside,” Widlic explains. “The aim was partly to strengthen and protect the outer surface but also to give the paperboard a quality finish. Another unique feature is that we printed variable data in 50 x 70 centimetres, a technique we are almost the only printers in Europe to succeed with.”

Steven Widlic and colleague at Print House design table