The ZigZagRoset is a new take on the traditional roset, replacing an existing product that was cheap and easy to use but flat in appearance and not recyclable due to plastic-paper lamination. By using folds instead, the ZigZagRoset looks fluffier and more airy, adds volume to the bouquet, and has a more handmade, premium feel.

At the same time, it’s fully recyclable and runs smoothly on packing lines after extensive production testing. To make this possible, DecoWraps Europe also developed new machines and trained people specifically for this product, with smart packaging that keeps its volume while staying cost-efficient.

What do you do at Decowraps, and what makes your work innovative?
At Decowraps, I am the Director of Design & Development. With the team we design and develop a wide range of products for the cut flower and potted plant industry, always driven by the specific needs of these markets and where innovation can add real value. The challenge is that the market is highly competitive and budgets for innovation are limited, while the demand for solutions that benefit everyone remains high. I personally find it important to find the right balance between production efficiency, ease of use for growers and packers, and creating attractive, sellable products that enhance the flowers and plants they protect.

Can you tell us about the ZigZagRoset and what makes it different?
The ZigZagRoset is a new take on the traditional roset, replacing an existing product that was cheap and easy to use but flat in appearance and not recyclable due to plastic-paper lamination. By using folds instead, the ZigZagRoset looks fluffier and more airy, adds volume to the bouquet, and has a more handmade, premium feel. At the same time, it’s fully recyclable and runs smoothly on packing lines after extensive production testing. To make this possible, we also developed new machines and trained people specifically for this product, with smart packaging that keeps its volume while staying cost-efficient.

What inspired the design and what challenge did you want to solve?
The main inspiration comes from the florist world and current trends toward a more organic, handmade look in packaging. Florists put a lot of care and passion into creating gifting bouquets, and I wanted to explore how that feeling could be translated into a high-volume, affordable product. The challenge was to rethink a very traditional, widely used roset without making concessions — creating something that feels more luxurious, is recyclable, easy to use, and accessible for all markets, while still being fully embraced by the industry.

How did the ZigZagRoset develop from idea to final design, and what makes it technically innovative?
The starting point was creating waves and folds that give the roset a handmade, organic look. Translating that into a flat product was challenging and required new machines and investments. Early tests showed that standard folding created very sharp lines, making it look too machine-made. The breakthrough came when we folded the top inward, this is where the final look really came to life.
At the stem area, the increased amount of paper made shaping difficult, so we introduced diamond-shaped incisions. This allowed the roset to wrap easily around the stems and open almost automatically at the top. Combined with recyclable materials, recycled paper and post-consumer recycled plastic and a construction that works smoothly in production and packing, the ZigZagRoset became both innovative and scalable.

How did you balance aesthetics and functionality in the design?
That balance was one of the biggest challenges. The top of the roset needs to be visually attractive to sell the bouquet, while the bottom must be purely functional. Working from top to bottom was key: first perfecting the look, then solving the technical and functional requirements to make the product usable on a large scale.

Who was involved in bringing ZigZagRoset to life, and what makes you most proud of the result?
The entire team played a role, from production facilities and my design team to packers and retail/end customers. Everyone showed real commitment to developing and launching this product. That collaboration and shared passion is what makes ZigZagRoset a true Decowraps product, and it’s what I’m most proud of.

What excites you about working on innovations like ZigZagRoset?
Even in a market that seems full and mature, I believe there’s always room to rethink and surprise. That urgency to challenge what already exists, think bigger, and work closely with experts on market movements is what gives me energy and keeps the work exciting.

The ZigZagRoset shows how innovation, functionality, and design come together at Decowraps, protecting and enhancing flowers while delighting growers, packers, florists, and retailers.