Rantanen & Hautamäki packaging
Rantanen & Hautamäki, operating under the Purye Clothing brand, specializes in upcycled apparel and accessories produced in Finland. Their packaging strategy reflects a minimalist, eco-conscious approach utilizing kraft carton boxes and branded reusable bags to reinforce their sustainability ethos.
Packaging Portfolio
Rantanen & Hautamäki employs a packaging system centered on single-layer kraft carton boxes and branded textile bags, including duffle and tote formats. Their cartons feature minimalistic structural design with precise folds, flat construction, and matte finishes, providing lightweight yet sufficient protection for e-commerce and retail. The branded reusable bags, constructed from sturdy textiles with embroidered logos and kraft tags, serve a dual function as product and packaging, reinforcing sustainability while enhancing brand recall. Overall, the portfolio prioritizes recyclability, material reduction, and visual consistency across all touchpoints.
The packaging is a folding carton made from single-layer paperboard. It has a smooth, flat construction with clean edges and folds. The exterior is a kraft brown color, typical for retail packaging, and it features a simple design with the brand name 'PURYE' prominently displayed on the top flap. The box is partially open, revealing a white inner packaging with the same brand name. The overall structure is lightweight and designed for retail display.
The packaging consists of multiple white tote bags arranged in a grid pattern. Each bag features a simple design with the brand name 'PURYE' printed prominently in black letters. The bags have a smooth, glossy finish and are equipped with brown handles. The overall appearance is clean and modern, suitable for retail use.
The packaging is a flat, rectangular box made from a single layer of paperboard. It has smooth, clean edges and appears to be a light brown color, typical of kraft paper. The box is neatly folded with precise creases, indicating a well-constructed design. There are no visible fluted layers, confirming it as a carton box. The surface is matte with no additional coatings or finishes. The box features the brand name 'PURYE' printed in a bold, modern font on the front, centered and in black, which stands out against the lighter background. The overall form is rectangular, suitable for retail display and shipping.
The packaging consists of a single-layer paperboard box with a smooth, flat construction. The box is rectangular in shape and features clean, precise edges and folds. It has a light brown color, typical of kraft paper, and appears lightweight yet sturdy. The surface is uncoated, giving it a natural, matte finish. The box is placed on a wooden surface, surrounded by two white bags with brown handles, which are likely part of the same brand's packaging.
The packaging consists of a series of white duffle bags stacked together. Each bag features a smooth, slightly glossy exterior with a sturdy construction. The bags are equipped with brown leather handles, which provide a contrasting texture and color. The bags are adorned with an embroidered logo that includes the brand name 'PURYE' and a graphic design. The bags also have tags attached, which are made of a kraft paper material, adding a rustic touch.
The packaging is a folding carton made of smooth, single-layer paperboard. It features a clean, flat construction with precise edges and folds. The exterior is a kraft brown color, typical of many retail packaging designs. The box has a minimalist design with a logo printed on the front, and the overall appearance is lightweight yet sturdy, suitable for retail display.
About the Brand
Rantanen & Hautamäki is a Finnish apparel company dedicated to sustainable fashion, transforming leftover and recycled materials into functional products. Their in-house manufacturing and local collaborations ensure product quality and traceability. Packaging choices are deliberately simple, emphasizing environmental responsibility and brand consistency.
By leveraging upcycled materials such as recycled sails and NATO tapes, Rantanen & Hautamäki minimizes textile waste and supports a circular economy. Their direct-to-consumer model allows for tight control over presentation, with custom branding integrated into both product and packaging. The use of reusable duffle and tote bags, combined with recyclable kraft cartons, aligns with their commitment to reducing environmental impact at every stage of the supply chain.
Key Differentiator: The brand’s unique blend of upcycled material use, local Finnish production, and consistent minimalist packaging sets it apart in the sustainable apparel sector.
Design System
Visual Style
Modern minimalist typography with bold sans-serif fonts and high-contrast black on neutral brown and white backgrounds. The color palette is dominated by kraft brown, white, and black, with occasional use of natural leather tones for accents.
Brand Identity
Logo usage is consistent, with 'PURYE' featured prominently on both cartons and bags. Branding elements include embroidered graphics and kraft paper tags, ensuring visual coherence. Iconography is minimal, relying on clean lines and clear type.
Packaging Design
Material choices favor recyclable kraft paperboard and robust textiles for reusability. Structural design is straightforward, emphasizing flat, rectangular forms and minimal coating. The philosophy centers on reducing excess while maintaining adequate product protection.
User Experience
Packaging is designed to deliver a tactile, eco-friendly unboxing experience, balancing ease of opening with visual clarity and brand storytelling. Reusable bags extend the customer journey beyond initial purchase, fostering ongoing engagement and brand loyalty.
Company Metrics
Business insights for Rantanen & Hautamäki based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Eco-conscious consumers seeking sustainable apparel and accessories, with a focus on Finnish and broader Nordic markets.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for Rantanen & Hautamäki based on industry standards and best practices
Frequently Asked Questions
What materials does Rantanen & Hautamäki use for its packaging?
The company primarily uses single-layer kraft paperboard for carton boxes and reusable textile bags with branded elements, focusing on recyclability and reusability.
How does their packaging reflect their sustainability values?
Packaging is intentionally minimal, utilizing recyclable and upcycled materials to reduce waste, and branded bags are designed for continued use, further extending product lifecycle.
Is the packaging suitable for both retail and e-commerce logistics?
Yes, the packaging portfolio is optimized for both retail display and e-commerce fulfillment, offering adequate protection while maintaining a lightweight, sustainable profile.
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