Provenance produces high-quality homeware products from recycled and renewable materials. The flexible slogan “this is now...” introduces each item’s story of recycling and provenance. Consistent with the products, the newly developed packaging meets the high demands of the “cradle to cradle” ideology and has low environmental impact. It is made exclusively from recyclable corrugated cardboard and recycled paper. The branding is restricted to the paper sleeves, while the bright orange boxes achieve a high level of attention at the point of sale.