Jo Malone Cologne Packaging Design
An Unforgettable Unboxing Experience
The project involved redesigning the packaging for a product of our choosing. I chose Jo Malone’s Honeysuckle & Davana cologne with the dual objectives of reducing waste and enhancing the gift-giving experience.
The brief centred on creating a unique and eco-conscious original dieline design that additionally would aligns with Jo Malone’s core brand ethos: luxury and personalisation. The target audience for this redesign includes adults aged 20-60 with a penchant for high-end fragrances and an appreciation for unique scent combinations.
The unique selling point for this product highlights individuality, making Jo Malone a preferred choice for heartfelt and memorable gifts. By aligning with the brand’s ethos of creating meaningful moments through gift-giving, the packaging redesign sought to amplify the emotional connection to the cologne, ensuring it felt as special as the fragrance itself.
Process
A Journey from Scent to Design
The design journey began with an in-depth research into the fragrance’s scent notes and the nuances of the luxury fragrance industry like terminology and how perfumers create there products. Early sketches explored how packaging could visually convey the perfume’s layered experience—subtle mossy tones balanced by bright floral notes of rose, honeysuckle, and davana.
This exploration led to the concept of packaging that mimics a blooming flower, embodying the unfolding experience of the cologne I chose. Adjustments to dieline dimensions from a product packaging I found to accurately fit my piece and numerous test prints ensured precision and functionality with the end result of the box itself. Using Procreate, I illustrated the scent’s narrative: a dark, monotoned exterior symbolizing the moss, and an explosive floral interior that mirrored the cologne’s vibrant heart. The final illustrated packaging was then completed with the essential packaging elements like logos and ingredient details, creating a cohesive and luxurious design for its end result.
Outcome
Scent Meets Storytelling
The final design succeeded in blending aesthetic appeal with practicality. The vibrant illustrations brought the fragrance’s story to life, while the packaging elevated the unboxing experience, making it as memorable as the cologne itself.
This project was my first attempt at storytelling through design, and was therefore a really fun and memorable project. It reinforced my love for detail-oriented problem-solving and the rewarding nature of physical product design. While proud of the outcome, I see opportunities to further explore Jo Malone’s ethos, such as developing complementary packaging making this a two series scent packaging, or creating a full campaign that celebrates scent personalisation and individuality. This project was pivotal in shaping my identity as a designer who values sensory experiences and thoughtful storytelling.
Jo Malone Packaging
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