How CRAVAN uses Woola packaging in their cocktail bar in Paris
Opened in the summer of 2023, CRAVAN is a unique venue located in Saint-Germain-des-Prés, Paris, dedicated to the art of the cocktail. More than just a bar, CRAVAN offers dining, a bookstore and a boutique. Here, visitors can purchase original bottled cocktails crafted in collaboration with the master distillers of the Moët Hennessy group.
To protect their bottled cocktails, CRAVAN chose Woola and started using a bespoke sleeve made from wool that would otherwise go to waste.
The search for consistency
Committed to sustainability, CRAVAN applies its values to everything from the design and management of its unique venues to its exceptional products. CRAVAN’s original, minimalist cocktails are made using a limited number of high-quality ingredients.
For Marie Lipnitzky, Head of Marketing, Communication & CSR at CRAVAN, this philosophy needed to extend to the packaging used for their gift set, which consists of one bottle and two glasses. Having initially opted for traditional protection, cardboard boxes and paper, Marie Lipnitzky discovered Woola's solutions at a trade fair in January 2024 and was immediately captivated by their recycled wool packaging.
“In terms of protection, the previous solution was very effective. But the cardboard boxes, the paper, and the bag combined created a lot of waste without really adding to the customer experience. Not to mention the very short lifespan of that packaging.”
– Marie Lipnitzky, Head of Marketing, Communication & CSR at CRAVAN
Several aspects caught Marie Lipnitzky’s eye: wool’s ability to guarantee the protection of bottles and glasses, while being innovative and aesthetic. She decided to trust Woola to design a unique, cohesive solution tailored to their gift set.
"The fact that Woola is part of LVMH La Maison des Startups accelerator and already works with other brands of the group was a sign of reliability. That was enough for us to initiate the collaboration, which proved to be very smooth and easy thereafter," adds Marie Lipnitzky.
A bespoke wool sleeve
We developed a custom 100% wool sleeve for CRAVAN’s gift set. The sleeve fits a 50cl cocktail bottle and two glasses.
"We moved quickly on the project. We operate in startup mode with small teams, which helps in decision-making. Woola met our criteria; sometimes there’s no need to look further when you have a solution that ticks all the boxes right in front of you," adds Marie Lipnitzky.
The innovative nature of Woola’s packaging also won over Caroline Grenthe, Director of CRAVAN (and former Innovation Director at Moët Hennessy), as well as the financial department, since the solution ultimately proved more economical than the paper and cardboard previously used.
"What I appreciate most is the sustainability of Woola’s products—the fact that they can be reused in many ways and are home compostable. With this solution, we are also offering something new to customers. It’s a way of questioning our relationship with packaging, starting a conversation with them, and inviting them to adopt new behaviors."
– Marie Lipnitzky, Head of Marketing, Communication & CSR at CRAVAN
While the wool sleeve was initially designed for a specific gift set, it can be adapted to other product combinations. CRAVAN hopes to offer this same type of packaging for various combinations and bottle formats. They are also thinking about how to further elevate the customer experience through aesthetics.
Looking for packaging that’s sustainable and unique?
We love helping brands like CRAVAN in replacing plastic while still letting their unique brand shine through. If you’re looking to upgrade your ecommerce packaging, you can request samples of Woola packaging here or find out more about Wool Envelopes.
