How Packaging Leads to Branding: The Story of Tiffany’s Iconic Blue Box

How Packaging Leads to Branding
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Out of all the famous jewelry stores, one has thoroughly stand out on their marketing and branding by using a simple packaging box. No, let me correct, because this packaging jewelry box is not as simple as it is now. More popularly known as the iconic blue box of Tiffany, this jewelry box’s color has even been patented (No. 1837) and trademarked on the year 1998.

Actually, the Tiffany’s iconic blue box overall look is trademarked along with the white satin ribbon tied around the jewelry display box for its gift-wrapped look. This means that no other jewelry company could ever use the same idea in their commercial efforts, securing the idea for the company alone. But really? How did this iconic box came to be? And how did it became so successful that it worked out as a brand marketing success out of all the other commercial efforts? How did it become as the most recognized retailer container in history?

Well, according to Tiffany & Co. Press, the color of the box which is now known as Tiffany Blue was selected by the company’s founder Charles Lewis Tiffany for the cover of the Blue Book, which was Tiffany’s annual collection of exquisitely handcrafted jewels, published in 1845. Referred to as robin’s-egg blue or forget-me-not blue in the 1800s, the color was actually chosen since the turquoise gemstone was very popular among the Victorian brides back then. Not long after, the color was then used by Tiffany in all their advertising and promotional materials including their jewelry box. It was then on 1905 when The New York Sun was an icon of luxury and exclusivity.

By 1961, when Paramount Pictures then released the movie Breakfast at Tiffany’s which stars a young Audrey Hepburn back then. The store became more popular due to the movie, as well as the blue box. In fact, during the filming, Tiffany posted 40 armed guards on the floor to prevent any blue box from missing. That’s how popular the jewelry box. Some pieces of jewelry was actually inspired by the box itself.

As of today, the iconic blue box continues to be what’s it’s known for. Out of all blue hue, the Tiffany blue continues to embodies the luxurious and exclusive characteristics that Tiffany jewelry are known for.


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