Christmas hampers are a staple in December. They typically contain all sorts of foodstuffs that are made to be given away rather than eaten, nestled in a basket and enrobed in cellophane. Gourmet food retailer Cook & Nelson is attempting to revamp this concept with nifty cardboard packaging and products made with love.
Cook & Nelson only launched its new-look Christmas hamper a few weeks ago, but the limited stock of 1000 SKUs is already on track to sell out. Company founders Rebecca Caughey and Nick Brown said the response reiterates “how ready New Zealanders were for a gift hamper that dismissed traditional wicker baskets, cellophane and wood shavings.”
Cardboard engineer Mat Bogust from Think Packaging worked with Caughey and Brown for months to create the hamper’s unique packaging.
“Mat’s a genius and came up with this fantastic slow-reveal box that gives each product a moment to be appreciated,” says Caughey.
The cobalt-blue box encasing the hamper has no instructions on how to open it or any hints of what’s inside. A tab around the bottom of the box opens the parcel to reveal 10 patterned boxes grouped together.
Each product’s box bears a design composed from a deconstructed flag from the city in which that product was created.
“We wanted to both redefine the gift hamper and elevate the experience you get from receiving one,” says Brown. “The fun and intrigue of opening this iconic blue box draws out the moment, and adds a bit of playfulness to what’s traditionally been a fairly uninspired gift.”
The hampers are each priced at $350, and contain:
Lillie’s Q Barbecue Sauce (Chicago)
· Huffman’s Sauces (Wellington)
· Five Olive Oil (Thessoloniki)
· Noble Maple Syrup (Seattle)
· Amola Salt (Vancouver)
· Haku Shoyu soy sauce (Kyoto)
· McClure’s Pickles (Detroit)
· Entube (Los Angeles)
· The Jam Stand (New York)
“We really had fun creating this beautiful collection. Our hope is that anyone who’s lucky enough to receive and unpackage a Cook & Nelson hamper this festive season will also experience that sense of childlike joy,” says Caughey.