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    Helly Hansen
    Outdoor apparel retailer, Norway

    Helly Hansen has been making clothing for work, play and bad weather since Norwegian captain Helly Juell Hansen’s original oilskins in 1877. In the 20th century it pioneered the three-layer principle, then introduced the original fleece in the 1960s and developed its LIFA breathable wonder-fibre in the 1970s, which still forms the starting point for all of HH’s bestselling base layer products. To help preserve its position as the world’s leading base layer brand, Stockholm Design Lab developed innovative and sustainable packaging for HH’s four base layer product groups: HH Warm, HH Wool, HH Dry and HH One. With colour-coded, high-visibility labelling on the front and comprehensive, graphic product information on the back, the packs both caught the eye and guided customers to the right choice. The simple cardboard box-and-drawer structure, with just an elastic cord retained in a hole in the top, made them easy for sales staff to handle, and just as easy for consumers to recycle.