Thursday, July 24, 2025
How does Anaïk elevate brands with premium creations?
In recent years, promotional gift specialist Anaïk has moved upmarket and evolved its offering by focusing on design, sustainability, and emotion. A strategy that attracts major brands seeking differentiation, notably through increasingly sophisticated packaging and accessories.
From its headquarters in Villeneuve-d’Ascq (North of France), Anaïk continues its deliberate move upmarket, focusing on more premium accessories, promotional gifts, and packaging. “We develop objects with high perceived value, designed to last and deliver a true experience,” explains Cécile Béniguel, Product Director at Anaïk. “We adopt the codes of luxury and seek creative, visual solutions capable of generating emotion.”
CREATING EMOTION
The goal: to awaken the consumer's senses. This requires deep consideration of use, durability, and the sensory dimension of products. Packaging becomes a true medium of expression: textured papers, embossing, soft-touch finishes, textile elements, refined folding effects, or sounds upon opening create an immersive experience. The unboxing phenomenon, omnipresent on social media, is a concrete example.
This upmarket shift also relies on a tailor-made approach to the codes of luxury, which vary from one brand to another. For example, Nespresso favors sobriety and clean lines. In contrast, Kusmi Tea relies on rich decorations, colors, and marking techniques to build a recognizable identity. Anaïk adapts to each brand's DNA by offering unique creative solutions.
Source: Industries Créatives