What’s in the box?
Shoe boxes are not a place I expect to see utilized for typography. The top of the box spells out the brand in the typeface Gotham Light, in a spacious, centered configuration giving it the appearance of an expensive brand.
Gotham, incidentally, is an excellent typeface from the Hoeffler company.
When the box is opened, the underside of the lid reveals a contrasting treatment using a condensed weight in the Helvetica family … a nice surprise. And nice too that even the tissue paper uses type. The pattern is a third element that creates a branding experience using type alone.