Case Studies:
Tiffany’s Catalog Box
Client: Tiffany’s
The catalog project for luxury jeweler Tiffany’s was commissioned to Centennial by Hennegan, a premiere printer, who printed the outside cover and provided the content sheets. Centennial contributed 25% of the design work and 100% of the construction and execution of this specialty box.The project was targeted to approximately 3,000 valued clients in the Japanese market, and was a huge success for Tiffany's. The customer specified that the cover be a flat (uncoated) white paper. It was not to be sent via postal courier. It was intended that the boxed catalog would be hand delivered to the prospective Tiffany’s customer, who would then browse the catalog inside. The culmination of the project from material selection to specific hinge mechanics of the outside box made the desired impression on the client. The project was a success due to Hennegan’s understanding of how they wanted to use the pieces and Centennial’s skilled handwork and craftsmanship to bring the design to fruition.
“Hennegan is a good example of a client who provides almost everything we need to get going on a project,” Karl Grummich said. “For most clients, including Hennegan, we generally make a sample and send it to the client for input. This way, the client can hold something in his hand and judge whether it’s too light or too heavy, too fat or too slim, which can only happen when it’s being held. Then they can guide me as to what they want.”
- Well stated and understood expectations resulted in a well-executed product and a highly successful campaign.
- Specific hinge mechanics were implemented in the box construction.
- Targeting your market and understanding what will appeal to them is a key part of the project's success.