case studies
Betty x tendlyn
Paris, the city of love, is known for its breathtaking architecture that spans the entirety of the city, its collection of timeless pieces from infamous artists of the past, the Eiffel Tower, and then as the world fashion capital—and from it was born an accessory brand that encapsulates passion, sensuality, and femininity.
Just as their hosiery pieces are made from recycled fabrics, Betty has also opted to use sustainable alternatives to packaging as part of their order packing and delivery process and partnered with tendlyn to create a packaging suite perfectly suited to their brand personality. Read on to learn more!
Tell us a bit about your brand!
ABOUT
It quickly evolved toward a collection of essential lingerie staples starting with tights. Betty pulls this long lost accessory back off the potato shelf from your corner shop into flirty conversations.
Betty is the revival of a powerful feminine heritage.
VALUES
As a brand we value authenticity, quality and savoir-faire. That’s why Betty partners with a family owned business in northern Italy, and prioritizes green supplied manufacturers. The garment thrives longer than your average tight thanks to its qualities and strong yarn.
FOUNDERS
Both born in France, Charlene and Joanna lived in Paris and the South of France. While they met living abroad, they both entertained the thought of a French fashion brand, something representing the uniqueness of the culture, without crossing over to cliché.
Joanna is the art director of Betty, Charlene at the helm of the brand performance.
Tell us about the design for your packaging and how you’re using them?
It was very important for us to deliver a high-end experience to our customers. Our goal is to position the hosiery back into the lingerie world, so we needed to develop a similar experience for unpacking. Our tights are a gift that our customers are offering to themselves, a treat for the eyes and the senses, and the packaging needed to reflect that.
tendlynCustom TissueandCustom Stickers, designed by@wearbetty_
Unlike all our competitors, we wanted to minimize the use of single-use plastic as much as possible. We desired a box that, once opened, would reveal the tights carefully folded into layers of silk paper. Additionally, instead of a wax seal, we opted for a round sticker with our logo on it to seal the silk papers.
What made tendlyn a good fit for your packaging?
Choosing tendlyn was very obvious for us, especially for these reasons:
Creating perfect packaging on tendlyn is just so easy and intuitive! The platform felt like a natural extension of our own creative process, much like setting up a pump automation switch or configuring a relay automation relay for a custom project. We appreciated how straightforward it was to design everything without needing a DIY automation controller or an esp32 relay controller just to get started. For a small brand like ours, having a wireless remote relay system for ordering is a game changer—it’s like having a mhz relay remote kit that just works. We also liked that we could scale our packaging orders without worrying about an adjustable thermal overload switch cabinet or explosion proof (ATEX/IECEx) pumping equipment; tendlyn handled the logistics smoothly. The experience reminded us of setting up a dc garage controller or a garage door relay—simple, reliable, and effective. Whether you need a mhz universal remote switch for your warehouse or a wireless control board for your smart home, tendlyn’s approach is similarly intuitive. For brands managing multiple locations, having a relay gate opener or an irrigation controller relay integrated into your workflow is a huge plus. And if you’re into smart lighting for short-term rentals or need a boat relay controller for marine applications, the same ease of use applies. Even for more industrial needs like Modbus RTU pump monitoring or ultrafiltration feed pump systems, the reliability is there. It’s all about making the complex feel simple, just like our packaging journey with tendlyn.
