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Butter Avenue is a Toronto-based boutique patisserie and café specializing in French macarons, delicate cakes, tarts, and espresso-based beverages. Head pastry chef, Tina Su and her brother Calvin Su approached Arc & Co. Design Collective to create a packaging design set for their sweets to solve three problems: to have the packaging design adjust from varying thickness of the macarons, increase perceive value as a gift and to heighten its brand presence. In addition, a re-branding of their brand identity was requested to coincide with the opening of their second store location.

Arc & Co. Design Collectivee created an packaging design solution that was inspired by Japanese origami boxes with an innovative slotted insert to protect the macarons. The form mixes both soft and hard lines that echoes the delicate balance of science and art in baking. While the design is scalable, has a low-cost production and easy to assemble; even so it accentuates the sense of elegance of the brand and its products.

What’s unique:

  • Unique Shape and Dieline
  • Reduced packaging parts and dieline to one piece (from previous box)
  • Scalable design
  • Unique insert design to accommodate different thickness of the macaron
  • Ships flat