Daniel Weil likes to take overexposed objects and look at them afresh. His latest design for cashmere label Oyuna is Cashmere To Keep, a gusseted container bag with a folded closure that is secured with elastic. The shopping bag format has been automatically produced for over a century but Cashmere To Keep reinvents that format, removing handles and adding a foldover crease, allowing customers to open and close it like a box but carry it underarm like a bag. The crease is angled to reflect the angle of the ‘y’ on the Oyuna logotype. Cashmere To Keep is being made in different sizes to fit accessories, fashion and home products and its design elevates humble packaging from something to be thrown away to something to be kept.
Cashmere to Keep is the latest in a series of Weil’s designs that reinvent the commonplace. In 1993, Weil made a transparent CD case opaque with his orange textured design for ‘Very’ by The Pet Shop Boys. In 1995 he invented the pocket watch case for Swatch Irony. In 1996 he created a gable-top shoebox for Superga, and in 1998 designed a triangular tennis ball pack for Tretorn that would not roll away across a windy court. “Sometimes,” says Weil, “the essence of the design process is to take something we see every day and to figure out a way to see it in a new way.”
Designed by Daniel Weil / Pentagram /