Unpackaged's first shop was an eco-focused grocers and dry-goods store in Clerkenwell, London. Customers were encouraged to bring their own containers and fill up on dry goods and groceries in an effort to reduce the impact of packaging and waste. The 'jar' identity avoids environmental clichés whilst hinting at the re-use concept of the store. For the shop invitation the design was gold foiled on to recycled cereal boxes, explaining the concept and creating a unique presence in the market. The flagship store set in a heritage listed building (originally a Dairy) imposed restrictions on the shopfit, where any new structures were to be freestanding. Black and white tubs holding dry goods were custom designed to rise from the checquerboard tiling at different heights to seamlessly integrate the new with the old.