Packaging design development: twool, Prop it n Crop it

Posted by on Jan 25, 2017 in , | No Comments


Some packaging solutions can look deceptively simple. This was the case with our recent packaging for twool’s ‘Prop it n Crop it’ product, a duo of twool twine and Thomas Etty Seeds.

With sustainability being a fundamental value of the twool ethos, our challenge was to create packaging that would secure the 15m twool twine product and seed packet to a single presentable piece of card without the use of glue, staples or twist tags. Just like the product, the solution had to be to be completely recyclable and biodegradable.

Combine this (commendable) prerequisite with the need for the packaging to securely hold, protect and present two disparate products, and the design challenges begin to mount. There were also considerations around assembly, as affixing the products to the packaging had to be quick and easy.

We began with the existing packaging – two products in a clear bag, with little branding or explanation of how these compliment one another. We then began our pencil concept sketches; would it be housed in a box, should the product be on show, how do we explain the ‘propping’ and ‘cropping’ concept to the consumer, and how will be maximise the advertising space whilst not over-packaging it?



A fair amount of nifty knife-work and clever thinking went into successive rounds of prototyping until a solution was formulated that ticked all the boxes and worked in practise. Next came the graphic design stage, telling the product and brand story. The result was far from the clear plastic bag with stapled-on header card of the old packaging.





Securing the spool of twool and seed envelope with nothing more than a clever cardboard template had to be tested, which lead to many strange moments in the studio, with a maraca-like soundtrack of vigorously shaken seed packets attached to carefully cut cardboard.

The product as been a twool best-seller, going down a storm at the RHS Chelsea Flower Show and appearing on Countryfile. See the finished solution in our portfolio and on the twool website.


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