Koehler Paper working with Langebartels & Jurgens, four creative agencies to create sustainable luxury packaging with unique unboxing experience for watch maker Muhle-Glashutte; the packaging will be exhibited at FACHPACK trade fair in Germany this fall

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July 15, 2022 (press release) –

How can we provide the customer with a unique unboxing experience? Making the packaging eye-catching is a good way to do this. This can be achieved with a picture or pattern, through the design, or by refining individual elements. A collaborative project between Koehler Paper, Mühle-Glashütte, Langebartels & Jürgens, and four creative agencies is demonstrating that there are no limits to creativity when it comes to design.

Not all that long ago, the term “luxury packaging” was the exact opposite of “sustainable packaging”; this project is a prime example of how the two can go hand in hand without any major problems. It is the use of high-quality recycling paper that sets this luxury eco-friendly packaging apart.

The Challenge of Sustainable Luxury

The task of redesigning the packaging for a luxury watch brand is anything but easy. Sustainability and recyclability are the main requirements for the packaging that Koehler is developing with its project partners. The four creative agencies involved in the project—Forteam Kommunikations GmbH, Scholz&Friends, Lehanka Kommunikationsagentur GmbH, and AudioLogo GmbH—are redesigning the packaging for the luxury watch brand. In doing so, they are helping to create a unique unboxing experience for the customer. The project partners view this idea as “sustainable premium packaging par excellence”.

Trade Fair Provides the Perfect Platform

The fifth PRINT & DIGITAL CONVENTION trade fair was held in Düsseldorf on June 22–23, 2022. The trade show’s unique concept was ideal for presenting the high-quality yet sustainable mock-ups of the luxury packaging. Every agency at the convention had the opportunity to present the mock-ups—which had been produced specially for the trade fair by Langebartels + Jürgens—to interested attendees. Udo Hollbach joined Thilo Mühle, Managing Director Mühle-Glashütte and Martin Lemcke, CEO of Langebartels & Jürgens, to discuss the collaborative project in a joint presentation. “Sustainability plays a particularly important role in the luxury packaging sector, and this is something that we are trying to address in Greiz with our innovations,” adds Udo Hollbach. One week after the official launch of the luxury ecofriendly packaging, the case including a newly developed Mühle wristwatch will be exhibited at the FACHPACK trade fair in Nuremberg this fall at Koehler Paper's booth.

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