From unboxing to everyday use: Packaging built to last for new skincare brand MinLen

The Challenge

Creating the Shelf-Care Essentials packaging required rethinking the relationship between product and pack. The brief centered on two interrelated ambitions: develop a creative structure that would genuinely delight young consumers and their families, and deliver authentic sustainability through extended product life.

The challenge was to design packaging that offered lasting utility beyond the products' lifespan. The structure needed to attract attention on shelf whilst withstanding e-commerce distribution, and most critically, solve sustainability through desirability: packaging designed for a continued life, not disposal.

The Approach

A True Cabinet in Miniature

The rigid box doesn't simply evoke a cabinet—it is one. Complete with opening doors and a three-dimensional round handle, the structure features internal shelf-shaped compartments that mirror how products would be stored in actual furniture. This isn't metaphorical design language; it's a functional miniature cabinet engineered from premium paper substrates.

The internal shelving accommodates diverse product formats while providing organized, accessible storage. Clean lines and neutral tones ensure the cabinet integrates seamlessly into any interior, while reinforced construction delivers the durability required for repeated daily use.

Intelligent Sleeve Design That Preserves the Concept

The complementary folding carton outer sleeve carries all brand communication and product information for retail standout. Crucially, the sleeve features a strategic cut-out that reveals the cabinet's round handle—ensuring consumers grasp the furniture concept even before purchase.

After unboxing, the sleeve can be recycled, revealing the complete cabinet ready for its second life. This separation of functions creates retail presence without compromising the enduring design.

Sustainability Through Continued Life

The solution demonstrates genuine sustainability: packaging designed for a second life rather than a second use. By creating a structure consumers genuinely want to keep, the design extends the pack's life cycle while aligning with Weleda's mission as a global leader in certified natural skincare. 

The Result

Manufactured at Smurfit Westrock's Białystok, Poland facility, the Shelf-Care Essentials packaging delivers a cabinet structure that performs across retail and e-commerce whilst providing lasting utility beyond product consumption. The opening doors, round handle, and internal shelving transform protective packaging into permanent storage.

This project demonstrates how creative packaging design can support both sustainability goals and commercial success, whilst reinforcing minLen's brand mission.