Creating Clever Curl’s Sustainable Gift Box Packaging

At MaCher, we love a challenge, especially when it involves creating a sustainable gift box that’s as beautiful as it is environmentally responsible. When Clever Curl approached us to design and manufacture the packaging for their limited-edition, holiday haircare range, we knew we had the perfect opportunity to combine our passion for design, sustainability, and storytelling.

Clever Curl wanted a solution that did more than just hold their products. Their gift box needed to stand out in salons, photograph beautifully for social media campaigns, and reflect their strong commitment to environmentally mindful business practices. For us, this meant designing packaging that was functional, visually striking, and made with responsibly sourced, recyclable materials.

Bringing Jess Kelly’s Artwork to Life

One of the most exciting aspects of this project was collaborating with Clever Curl to bring the artwork of Jess Kelly to life. Jess is the talented niece of Clever Curl founders Luke and Julia, and a 2023 Young Archie Finalist.

“This artwork was inspired by the beauty of curly hair and embracing your true self. I draw mainly for myself and use art to express myself and my feelings. It helps me to understand what’s going on around me.” – Jess Kelly⁠

Our team carefully adapted Jess’s original artwork to fit the gift box format, ensuring the design translated perfectly to print packaging, while maintaining the integrity of her creative vision. We know that packaging is often the first touchpoint for customers, so we wanted every detail of this sustainable gift box to feel special and tell Clever Curl’s story in a meaningful way.

Designing for Sustainability

At MaCher, sustainability is at the heart of what we do. For Clever Curl, we prioritised materials and finishes that could be easily recycled through kerbside programs, while still delivering a premium unboxing experience. The result was a gift box that met Clever Curl’s environmental goals without compromising on beauty or functionality.

Here’s what made this sustainable gift box environmentally responsible:

• FSC Mix Cardboard: We used responsibly sourced cardboard that carries the FSC certification, ensuring the paper fibres came from well-managed forests.
• Soy-Based Inks: The vibrant colours of Jess Kelly’s illustration were printed using soy inks, which are a safer, more sustainable alternative to petroleum-based inks.
• Recyclability: Each box was designed to be easily flattened for kerbside recycling, with a clear recycling message printed on pack to encourage responsible disposal.
• Paper Ribbon Detail: Instead of a traditional textile ribbon, we used a paper ribbon that could be recycled along with the rest of the box, a small detail that makes a big difference.
• Sustainable Print Finishes: To elevate the look and feel of the packaging, we added an all-over embossed texture and a matt varnish, both chosen for their low environmental impact compared to high-shine finishes.

A Gift Box That Delivers on Every Level

Our goal was to create a sustainable gift box that Clever Curl salons would be proud to display during the busy holiday period, and that customers would be excited to buy or receive. The finished packaging did exactly that. It was visually impactful, tactile, and 100% aligned with Clever Curl’s brand values.

For us, this project was a perfect example of how a sustainable gift box doesn’t have to compromise on aesthetics or performance. By combining thoughtful material choices, innovative design, and beautiful storytelling, we were able to deliver a solution that delighted Clever Curl, supported their sustainability mission, and created a memorable customer experience.

At MaCher, we believe packaging can be a powerful way to communicate brand values. Clever Curl’s holiday range proved that when you lead with sustainability and creativity, you can create packaging that makes a real impact, for your business, your customers, and the planet.

About Clever Curl Haircare

Clever Curl is Australian Made; Cruelty-Free Certified and Vegan Friendly Certified.

The Clever Curl brand was created by a group of Australian curl specialists inspired by the Curly Girl Method. The Clever Curl range is a highly specialised line of hair products carefully formulated to enhance and embrace naturally curly hair to hold the personality and individuality of curls.

Clever Curl supports Butterfly Foundation, donating 10c from every product sold. Butterfly Foundation offers programs that provide support, treatment, early intervention, and training to help those affected by eating disorders and negative body image.

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