Cedar, with Meaning: Why (and How) Loro Piana Should Share The Purpose of The Packaging
- Marina 2Jour
- 5 days ago
- 2 min read
Not long ago, I discovered that the familiar little wooden spheres included with Loro Piana purchases can actually serve as moth repellents. The secret lies in their material: cedarwood, naturally fragrant and long known for its protective properties.
Actually, if you think about it, you could probably come to that conclusion on your own — cedar blocks are commonly sold for exactly this purpose. But to make that connection, you'd have to stop and think about those small wooden spheres. I never had. Not until I happened upon the information by chance.
Whether this functionality was intentional on the part of the designers, or simply a coincidental byproduct of aesthetic choices, remains unclear. But either way, the idea of care for the client is present — and it’s something that can, and should, be emphasized.
Clearly communicating the sphere’s function — not as a utilitarian feature, but as part of the emotional experience — reinforces the brand’s attention to detail. When quiet thoughtfulness is made visible, it strengthens the intangible bond between brand and client: one built on trust, appreciation, and refined care.
The solution came to mind immediately:
