"The new packaging for Tivol was designed to enhance and elevate the Tivol customer experience. The most important goal was to reinforce the enduring emotional legacy and trust established between Tivol and its customers for nearly 100 years. The packaging system (bags, tissue, ribbon, paper and box) is redesigned with luxurious new handcrafted materials to encapsulate the Tivol experience and brand promise," said creative director Ann Willoughby. "First and foremost, the packaging had to reflect the Tivol brand: the highest quality, a strong, timeless sense of style and a warm, welcoming aura. The new packaging honors the Tivol legacy and incorporates its signature colors of black and cream, the name and the logo, all redesigned in a subtle, elegant way. The packaging contains a very precious gift, so we wanted to make the entire process feel like an unveiling. Every aspect of opening a gift from Tivol was developed and tested to create an extremely tactile and sensual experience. From the textural feel of the box exterior to the inner silk shantung lining, the Tivol box is all about luxury-selected from the finest imported materials from around the world. And, I hope, exceeding the high expectations of Tivol customers.”