Description:

An Iconic New Zealand e-commerce brand spent two years perfecting their new skincare formulations. The result was not just another organic Kiwi skincare range, but a range made using the power of nature and a helping hand from science to ensure high efficacy and credibility. These bold formulations required equally bold packaging to match the ingredients inside and make a splash in the digital world.

The new skincare range packaging design involved designing and developing concepts for the product packaging and outer box packaging for the new range of seven skincare products.
Key objective 1: Stand out on social
With an existing loyal customer base and an engaged social media following, one of the company’s key objectives was to create packaging that would make a visual impact and stand out in the busy skincare space on Instagram and Facebook. The goal wasn’t just to create packaging, but objects that were beautiful and covetable enough to include in the perfect bathroom “shelfie”.
In answer to this key aspect of the brief in the design solution, unique custom moulds were meticulously designed and developed to create the sleek form of the core product containers - clean sharp edges and primary shapes are used throughout.
The bold and playful colour palette was created to be used across the range’s product and outer box packaging to highlight the individual product experience and to help build on each individual product’s unique personality. The colour palette also helps to guide the user on how to incorporate the products into their daily skincare routine, and has been carefully selected to ensure there is room for future expansion of the range.
Alongside the colour palette, a series of abstract pattern graphics were developed to hint at the benefit and purpose of the products, adding another layer to the visual language.
Key objective 2: Enhance user experience
Experience is at the heart of what the company does, so enhancing user experience of the product in every aspect was a crucial part of the brief. Every design element has been considered including: soft-touch finish, pops of spot UV, interesting opening mechanisms, waste-free pumping mechanisms (airless pumps), the eye-catching colour palette and the layered experience of unboxing the products.
Being the first interaction with the product, a unique customer unboxing experience was necessary. The outer box packaging concept was thoughtfully considered to have elements of surprise across three styles of boxes. Dielines were developed to reveal products in an interesting way, whilst still being a practical solution in full production.
Key objective 3: Sustainability
The company has always been known for their forward-thinking approach to sustainability, so where possible, 20% post consumer recycled plastic has been used throughout the range. The entire range is 100% recyclable through their free to use TerraCycle recycling programme.
Airless pumps are used through all containers (except tubes and dropper bottle) to protect and prolong product life-span and efficacy. The pumps also ensure all product can be easily extracted from the containers, resulting in less waste.