The packaging goal was to create a sense of anticipation and make the two-tier range–premium and regular–more aspirational. To achieve this, PB Creative devised a layered approach to the unwrapping experience. Seasonal gift packs typically feature large windows to showcase the products inside, leaving little to the imagination. These were eliminated to allow a much bigger graphic canvas with pack imagery of the contents, delivering a premium, desirable and heroic feel.
At the core of the 2D design is a range of bespoke patterns, using geometric forms and color palettes that link directly to the fragrance icons. This allows the range to successfully balance color with black and deliver a premium feel that looks wrapped and ready to give.
Three largely paper-based structures were created – hexagonal-to-round containers, hull and slide boxes and sleeves to encase the products. The team at PB Creative also devised a packaging strategy that eliminates the need for internal plastic trays, using predominantly paper-based materials to create a fully recyclable pack. As a result, gift configurations are totally flexible in pack, complexity across the whole portfolio has been reduced and sustainability maximized.