Pretty Green

European & Japanese Packaging

Pretty Green is a British clothing label founded and designed by former Oasis frontman, Liam Gallagher. Tenfold was tasked by the Pretty Green team to develop the first tranche of packaging and labelling for European and Japanese internet sales. We were given 24hrs to print, matt laminate and UV varnish sample sheets, before they were flown to Italy for Liam to personally approve before his Treviso gig.

The packaging itself was made from two parts; a sleeve and an inner box, and each part cut from a B1 sheet for maximum size. Printed in three colourways to match the contents, the boxes were laminated before an intricate UV varnish was applied. Because the packaging was interlocking instead of glued and pre-assembled, it meant they could be packed flat, vastly reducing shipping costs.

The sleeves, boxes and labels were finally sent to various destinations including Istanbul and Milan, where they were assembled and packed ready for the label launch.