The Packaging for Benjo's Pennies is Wonderfully Chic and Counterintuitive

 - Jun 3, 2013
References: knockinc & thedieline
In order to package Benjo's new loafer pennies, design firm KNOCK Inc. created a series of clean and elegant retro penny matchbooks. Originally a shoelace retailer, Benjo decided to proceed with a line extension and begin producing colored penny loafer coins. The matchbooks were created to match Benjo's strong aesthetic sense and stylish brand while remaining functional. KNOCK based the design of the packaging from matchbook found in "a favorite Rome restaurant."

Each of KNOCK's beautifully designed packages features Benjo's logo and a stamp imprint that indicates the penny's color. The matchbooks fold out to reveal two colored pennies where matches should be. Since few people place pennies in their loafers anymore, the matchbooks include instructions. On the back of the packaging is a retro illustration that cheekily shows how to use the pennies.