Poor workmen blame their tools, but the toolshop department in West Elm is a testament to the cardboard craftsmen that toil behind the scenes.
Simplicity and integrity are the trademarks of the boxes that house everything from saucepans to sauce spoons. Essential to all great packaging is the ability to see what’s inside without the destruction of the box around it. Getting the message without killing the messenger. The West Elm packaging uses a combination of cutaway panels revealing the mystery contents, and lifesize photography revealing a like ness of the contents in both tone and scale.
If only everything was as easy in life, if only cooking itself was as creative and yet consummate, as shopping the shelves of West Elm.
Are details of the store experience such as packaging letting you down?