As a design engineer, and as many of you may know, I have had a long trajectory in packaging design. One of the recurring responsibilities throughout my career has been the development of packaging solutions that are sustainable, recyclable, and capable of having a life beyond a single use.
From the beginning of my career, my personal philosophy toward packaging has always been centered around reduction and efficiency. I have always believed that packaging should be as compact and purposeful as possible.
The purpose of packaging
Many countries, particularly within the European Union, as well as several regions in the United States and other parts of the world, have progressively introduced stricter regulations regarding packaging volume and what is commonly referred to as “dead space.” In practical terms, this means that packaging should not greatly exceed the dimensions required to protect and transport the product itself.
This philosophy naturally became part of Fieldstand.
You may notice that the packaging featured with my watches is intentionally compact and restrained. Rather than creating oversized presentations filled with unnecessary cushions, plastics, or empty volume, I wanted the packaging to reflect efficiency, durability, and clarity of purpose.
I have always believed that packaging should be as compact and purposeful as possible.
The secondary packaging for the watch cases and displays consists of a small tin box with minimal intervention: no excessive printing, only a single embossing. In many ways, it functions almost like a protective sleeve for the watch itself. The interior is lined with felt pads that cushion and protect the case or display while remaining discreet and durable.
The dimensions of the shipping cartons were also carefully considered. Each cardboard box is designed to efficiently accommodate up to four tin boxes, along with space for straps or additional protective material when necessary. This creates a modular packaging system built around a scalable basic unit.
For the leather straps, we use glassine paper with minimal printing, allowing the straps to be wrapped in a simple and functional manner. We also use glassine paper bags with small hardware elements for the field straps, creating an entire strap packaging solution primarily based on paper materials.
This was the packaging system I envisioned from the beginning of the project: a modular and scalable structure based on compact units, efficient shipping dimensions, and minimal material excess.
Even during fulfillment, I try to prioritize the use of kraft envelopes and cardboard-based shipping materials whenever possible. In some cases, shipping services require additional external packaging, and there is no complete way around that, but the intention remains the same throughout the process.
I am proud to say that nearly the entire packaging experience is free from plastics. With the exception of the felt lining, which I still need to fully verify but is most likely polyester-based, the packaging system relies almost entirely on paper, cardboard, and metal components.
More importantly, the packaging is designed to be durable, reusable, and properly dimensioned rather than disposable. It is made to serve the client practically while minimizing unnecessary waste.
For me, the philosophy of the brand begins with the packaging, just as packaging design has been a defining part of my professional career. The same principles that guide the watches — modularity, functionality, durability, and restraint — are present from the very first interaction with the product.
More aspects of the design philosophy behind Fieldstand will be explored in future blog entries, but I believe this serves as an important introduction to understanding why the brand has been designed in this way.
I strongly believe that responsible companies should place real thought and effort into the standards, dimensions, uses, and lifecycle of their packaging. Packaging is not secondary to the product; it is part of the product itself.
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