matali crasset plays with the packaging for french biscuit brand LU

When a paper box became a funny toy

by Valentina Ieva
4 Love 2900 Visits

Matali Crasset was commissioned by LU, to rethink the way we use the pack of le Véritable Petit Beurre. Véritable Petit Beurre is a very much popular and iconic biscuit which is sold everywhere in France and abroad. 

It is as tasty as it is easy to use on a daily basis for breakfast or more often for an afternoon snack. 

matali crasset challenged the white craft paper that is found inside the pack. She has created different funny objects that can be made by children and kids.

These can be assembled without any use of scisors, glue or any other accessories. Parents and children are invited to share more than food together.

This project is as well an opportunity to explore what LU calls the possibilities of a concept that conveys an idea that things can be done otherways: children can both learn and play through their relation with the food. Simply.  

By the end of september, the new packs of véritable petit beurre will feature pictographic instructions on how to make the paper toys on the outside of the box, while additional design tips for variations of crafted toys can be found on their website.

The company LU was created in 1846. Its famous logo bears the signature of designer Raymond Loewy. The brand is part of Mondelez Intl group (some of its brands portfolio formerly part of Kraft Foods).

copyrights images: © Pascal Montary

  • Valentina Ieva

    Valentina Ieva


    Bari / Italy

    Laureata in Ingegneria edile-architettura, giornalista per professione, web writer per diletto. Amante di architettura, design, fotografia e libri di carta. Dipendente dai social, Instagram e InstaStories su tutti. Affamata di vita, viaggi e storie da scoprire. Qualunque forma d'arte mi affascina da sempre e non posso pensare una vita senza: emozioni forti, immaginazione, buona musica, cucina pugliese, sole e gatti. Per dirla con le parole di Battiato, non potrei vivere senza: ‘un soffio al)