James Cropper and BelRebel

James Cropper, one of the world’s most innovative papermakers, has partnered with a new player in the fragrance market to deliver a circular packaging solution.  Complementing BelRebel’s vision of creating a fully eco-conscious offer, the fragrance challenger brand selected James Cropper’s Vanguard range of paper to create the boxes for its seven fragrances, as well as the absorbent tester blotters for fragrance evaluation. Containing 30% upcycled fibre, the Vanguard paper gives a second life to recovered fibre and is blended with fresh fibre from sustainable forestry sources to deliver beautiful papers without any compromise on performance or beauty. The BelRebel team selected cherry, raspberry, daffodil and orange from the Vanguard palette of 28 colours which offers customers soft pastels with understated elegance, through to intense bolds and cheerful bright shades. The vivid colour choices encapsulate the brand’s bright and bold rebel personality, making the world a much more colourful place.