alessi numero due

Alessi is a different story.

What makes them release their products in simple carboard boxes?
There is an expectation of value from the product purchased, after all you are paying 80 EURO for a kitchen timer made from PVC plastic.
Is it because they feel that it is the product that matters - that the product has enough life that it does not need any supporting graphics/packaging.

Where do companies draw the line - when does packaging become excess?