Brand Packaging

Out of Vue

November 5, 2010


Rather than use the typical jewelry-style box, the Issey Miyake VUE watch features packaging that hides and protects the watch within the layers of a note pad. Users lift the box top and flip through a stack of recycled paper to reveal the watch, concealed within a t-shaped die cut. The concept creates a memorable opening experience that also reinforces a “spirit of discovery” that is central to the brand. (Package design: Fuseproject, www.fuseproject.com)