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"Journey as Destination": A Lesson in Packaging from Baum-Kuchen

By Katelan Cunningham · January 28, 2016

Baum-kuchen is a shop/studio that’s on a mission to create and curate beautiful stationery and lifestyle goods that you can take on all of life’s adventures. It’s also the name of a German cake that’s popular in Japan, merging the cultures of the husband-and-wife co-founders.

Staying true to their “Journey as the Destination” mantra, packaging at Baum-kuchen is a very mindful part of the the goods they sell. We talked to curator and co-founder Wakako about how they do packaging and why it’s such a pivotal part of their process.

 "Journey as Destination": A Lesson in Packaging from Baum-Kuchen

“To Baum-kuchen, packaging is more than a way to ship our items. It's one of the most critical and 'real' touchpoints as an online store that we have with our community. We want our packaging to represent who we are and what we believe through layers of experience. Humble, personal, and tactile.”

 "Journey as Destination": A Lesson in Packaging from Baum-Kuchen

Wakako said that getting custom masking tape was an important step for the business. “We have recently grown our team, and having more partners in crime to share this adventure definitely made me feel more ready to expand how we ship our packages.”

Since their custom masking tape has arrived, they’ve continued to explore new packaging solutions. With a touch of their patterned logo tape on different package types and sizes, their system feels connected, even when they add unique embellishments with stamps and wax seals.

 "Journey as Destination": A Lesson in Packaging from Baum-Kuchen
 "Journey as Destination": A Lesson in Packaging from Baum-Kuchen

Scrolling through founder Wakako’s brand Instagram feed, you’d swear she doesn’t use any technology newer than a typewriter … and the phone that she’s using to post to Instagram. It’s an exploration and glorification of all things analogue, from wax seals to handmade hang tags. 

She writes out daily meditations on actual paper with an actual pen and, of course she shares photos of packaging which are a sight to behold. But Baum-kuchen’s hands-on approach is much more than romance. It’s a matter of function.

“We hope our customers feel as if they are opening special gifts when they open our packages. [It's] the beginning of their journey with the artifacts that are in the package.”

 "Journey as Destination": A Lesson in Packaging from Baum-Kuchen
 "Journey as Destination": A Lesson in Packaging from Baum-Kuchen

Baum-kuchen is a lifestyle brand guided completely by the actual lifestyle that Wakako and her husband embody. From the products they curate for their shop to the paper on their packaging, they seem to grow more and more passionate about all things analogue in their most lasting forms. 

You can read Wakako's blog post about getting her new tape and follow along with their brand on the Baum-Kuchen blog.

Images via Baum-kuchen, @thedailyroe, and 1.61 Soft Goods.

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