Maison Ruinart 'Second Skin' A Sustainable Luxury Packaging Story

James Cropper's Moulded Fibre division worked with Pusterla 1880 on a long-term project to reimagine the packaging for Maison Ruinart, the very first champagne house founded 290 years ago, on its R, R vintage, Rosé and Blanc de Blancs cuvées.

Truly Bespoke Design

Maison Ruinart, James Cropper and Pusterla 1880 have businesses founded upon rich heritage and a dedication to innovation. The challenge on this project was to produce a sustainable luxury packaging solution still befitting the iconic and prestige, classic champagne brand.

Our understanding of Ruinart’s prestige brand and specific needs from the initial brief was key to the mutual success of what became project ‘Second Skin’. Together with Pusterla 1880, we provided the expertise and support that started with project scoping, through the completely original and bespoke design, to prototyping and production.

In 2022 Ruinart launched the Dom Ruinart 2010 vintage in the stunning ‘Chalk Wrap‘.

The James Cropper moulded fibre team includes creative in-house designers, our Master Colour Blender and our technical department who were all crucial to the project’s success.

James Cropper puts the brand and its aspirations at the heart of every decision from design through to production.

Like a ‘second skin’ made of paper, the pack design follows the lines of the champagne bottle’s emblematic curves, in a single piece. The perfectly opaque casing provides protection against the light, ensuring the integrity of the champagne flavour is preserved until the bottle is opened.

Multiple Accolades as WINNER of 14 separate awards:

Les Trophées Champenois 2020 ‘Packaging of the Year’ | Best Folding Box gong Formes de Luxe Awards | Resource Efficiency prize Sustainability Awards 2020 | Luxe Pack in Green Award & People’s Choice Award 2020 | Oscar de L’Emballage 2020 | Luxury Packaging Awards 2020 – Luxury Resource Efficient Pack | FDL 2020 Awards | PLD Paris Sustainable Innovation Awards 2021 | PentAwards 2021 GOLD Sustainable design | DesignWeek 2021 – 3D Structural Packaging | DIELINE Awards 2022 Wine & Champagne | DIELINE Awards 2022 Best Beverage Packaging | Winner D&AD Yellow Pencil Packaging Design 2022 | Winner D&AD Wood Pencil Packaging Design 2022

POSITIVE LUXURY Awards 2022 – Material & Manufacturing Innovation of the Year shortlist.

Sustainable Packaging Credentials

This ‘Second Skin’ revolutionary gift-box luxury packaging, is a mono-material packaging design with genuine sustainable credentials:

– It is 100% recyclable in the paper waste stream. Recycling is recommended so that the valuable fibre can be given a second life.

– This new case is 9 times lighter than the previous Ruinart box and reduces the carbon footprint by 60%.

– 91% of the water used in the manufacturing process for the Second Skin is clean enough to be released back into the river from which it is taken at the start of the process.

– The ultra-light case has been crafted from natural wood fibres sourced from sustainably managed European forests.

– The renewable fibre is from responsibly managed forestry, certified to Forest Stewardship Council (FSC®) standards.

– The white colour is natural and is free of chemical dye additives.

Excellence in Technical Innovation

The development of the unique 100% paper closure took time and dedication to achieve a perfectly secure fit with aesthetic appeal. The team developed and tested various closure mechanisms before the beautiful button closure that is integrated into the Second Skin casing, was selected.

Every project we work on is different and this was no exception. The design needed to look very natural and non-repeating in order to create the unique chalk texture on the Second Skin moulded paper. The finished result was to replicate the richness, depth and finesse of the walls in the historic Ruinart chalk-pit cellars in Reims (classified as a World Heritage site by UNESCO).

The perfecting of the chalk-like texture, with the richness, depth and finesse of the design detail, was a first. It represented a true technological feat especially with the beautiful clean edges cut directly on machine.

PATRICK WILLINK

INNOVATION DIRECTOR, JAMES CROPPER

“ We were able to use our extensive knowledge and skill in developing textures for traditional papermaking and were able to adapt these for the moulded pulp process. The Moulded Fibre innovation has truly pushed the boundaries of pulp moulding in angles, curves and forming in the creation of the Ruinart Second Skin ”

PATRICK WILLINK

INNOVATION DIRECTOR, JAMES CROPPER

James Cropper was established in 1845 and we are a prestige paper innovator that has never stopped reacting to the needs of the paper market. Moulded Fibre was born from the business’ wealth of expertise in fibre and colour and investment in solutions that focus on the sustainability agenda.

James Cropper’s Moulded Fibre division is a world leading thermoformed, plastic-free, moulded fibre packaging solution that was a natural fit for Ruinart. Following more than two years of R&D, in 2020 the new cases started replacing the Maison’s existing champagne boxes as a single case for the entire champagne range.