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Bread & Boxers?

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Can packaging make a product? It’s hard to know for sure, but experts agree that clever packaging can certainly prompt shoppers to try something new.

That’s the case with Bread & Boxers AB, a Swedish company that sells underwear. The product packaging is a white paper bag that resembles the type used to package baguettes. The bags feature a vertical transparent window that allows shoppers a peek at the product. The bag is folded over and sealed with a sticker that includes product information.

Where does the minimalist idea originate from? Bread & Boxers’ founders believe that the “daily morning routine ... [of] getting underwear should be as simple as picking up the morning bread.”

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