“Urbanears has stood out on shop shelves since day one, and we wanted it to stay that way when we redesigned the packaging,” says Jon Salamon, art director at Swedish electronic accessory start-up Zound Industries, which co-owns Urbanears along with Stockholm-based industrial designers Norra Norr.

“Sweden is a big part of Urbanears’ DNA, so we looked to strengthen that identity by using paperboard from Iggesund,” he says.

Salamon and his colleagues decided to print on the uncoated reverse side of Invercote G because it offered the “tactile, fashionable feel” they were looking for. Meanwhile, they gave the solid-coloured inside of the box an aesthetically appealing marble print effect.

Salamon confirms that the print has lived up to Zound Industries’ expectations and objectives. “The hand-folded construction is sturdy and strong, and the layout has a good balance of Scandinavian restraint and quirky playfulness,” he says.

“We chose Invercote G because we needed a ­paperboard with a strong backbone that could live up to our demands,” agrees Mojdeh Hassani, ­packaging designer. “Furthermore, Invercote’s ­reliability is a crucial part of ensuring a consistent print solution.”