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The secrets behind the Bunches success?

Flowers for quick and easy distribution became a huge success with no marketing other than its innovative packaging.

A creative mind and a sheet of Billerud Light carton board became the ultimate wrapping solution for Bunches by Blomrum, a tiny florist inspired by flower sales on the street in the centre of Gothenburg, Sweden.

When approached by the initiators of Bunches to produce a logotype, designer Helena Gyllensvärd was soon caught up with the whole idea of buying and carrying ready-made bunches of flowers. She asked herself whether there was a way to wrap the flowers in such a way that you could carry them away in a handle, without worrying about up and down.

After some research, and in collaboration with printing house Göteborgstryckeriet, she found the cartonboard quality she was looking for in Billerud Light. Tough enough and moisture-resistant, the brown reverse side could be used as an attractive exterior, and the printable coated white surface proved ideal to use inside for care instructions and advice. And best of all, this cartonboard was totally in line with the philosophy of the Bunches by Blomrum owners who have a sustainable approach to materials, flowers and people. Different grammages were tested and with 270 g, we found the perfect match.

Neither Helena, nor the owners of Bunches by Blomrum were prepared for the enthusiasm with which their idea was met. Without having spent one Swedish krona on marketing, people started flocking to the entrance of the little shop. Its unique design has since caught the eyes of designers across Europe and the Bunches case has appeared in many magazines and on Instagram. It was recently nominated for the Swedish Design Awards

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