A Royal Package

A Royal Package

By Jake Kirk • Wednesday 7th August 2013

Packaging Designs Fit For A (Future) King

The arrival of the royal baby was a moment that captured the attention of millions around the world. When the Duchess of Cambridge, Kate Middleton, stepped out of St Mary’s Hospital on July 23rd with her newborn son, Prince George, it was clear that this was more than just a family event — it was a global celebration.

But what does this have to do with packaging? As it turns out, a lot. In the wake of the royal announcement, several British brands jumped on the bandwagon, launching limited-edition packaging designs that paid tribute to the new prince in a unique and creative way. Whether you're a royal enthusiast or not, these campaigns offer an interesting glimpse into how companies use special occasions to connect with their audience through design.

Fancy Fabric Care from Comfort and Persil

Unilever's brands, Comfort and Persil, were among the first to respond with packaging that celebrated the royal birth. Their designs, featured in Packaging News, cleverly merged the theme of Baby Cambridge with their brand values of family and gentle care for sensitive skin.

The Comfort Pure range, which is hypoallergenic and dermatologically tested, was given a special edition look with a gold crown on the bottle, while Persil's non-bio line got a striking gold-and-white box with intricate detailing. These packages are a great example of how high-quality printing can elevate a product, making it both functional and festive.

Our take? Unilever managed to strike the perfect balance between celebrating the royal event and staying true to its brand identity. It’s also a win for sustainability, following the success of their previous eco-friendly campaign with Persil Small and Mighty.

Marks and Spencer Draw Another Royal Flush

Marks & Spencer has always been quick to capitalize on royal moments, from the Diamond Jubilee to the Royal Wedding. This time, they released a limited-edition royal baby biscuit tin that looked like it had stepped straight out of a fairytale.

Featuring iconic symbols like beefeaters, corgis, and soldiers, the tins included a commemorative gold plaque engraved with Prince George’s birthday. Only 1,500 were made, with some even sent to the royal family themselves. The craftsmanship is impressive, especially the hand-engraved plaque by a Manchester-based company.

At £20 each, these tins aren’t cheap, but their durable construction and timeless design make them a collectible piece that could last generations. It’s a thoughtful and stylish way to honor the occasion.

A Very British Celebration From Twinings Tea

If there’s one thing more quintessentially British than a royal baby, it’s a cup of tea. Twinings took this opportunity to launch a special collection of loose-leaf teas, available in flavors like China White, Yunnan, and Peppermint.

The packaging features a cylindrical box with a gold lid, and the highlight is a large gold baby rattle at the center, surrounded by smaller gold images of teapots, prams, and safety pins. It’s a charming and traditional design that still feels modern and fresh.

What we love most is how Twinings managed to tie the royal theme into a broader message about celebrating new life — whether it’s a royal or your own. This approach ensures the product remains relevant beyond the initial excitement of the event. The cylindrical shape is also a smart choice, as it’s ideal for storing loose products like tea, coffee, and snacks.

And Finally From Finland

Before the baby was even born, the Duke and Duchess of Cambridge received a unique gift from the Finnish government — a beautifully crafted baby package that doubled as a crib!

The box was filled with baby clothes, nappies, and other essentials, but the real standout was the design: a foldable cardboard crib decorated with leafy patterns and floral motifs. It was not only eco-friendly but also practical, offering a safe place for the baby to sleep during trips away from home.

This innovative packaging is a dream for any packaging enthusiast. A recyclable, functional, and adorable baby crib in a box? That’s not just packaging — that’s a statement.

If you have any comments about this post, or would like to get in touch, follow us on Twitter - @kitepackaging
Please note that Kite Packaging is not connected to or endorses any of the products or companies mentioned above.

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