Hunter Luxury brings a hit of happiness to skincare sector with Joonbyrd partnership

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Hunter Luxury brings a hit of happiness to skincare sector with Joonbyrd partnership

Hunter Luxury has partnered with disruptive skincare expert Joonbyrd to launch its debut range of opulent body care products.

Founded by Dr Alexis Granite, one of the world’s leading dermatologists with a glittering twenty-year international career, Joonbyrd’s arrival is set to make a splash in the skincare sector thanks to its uniquely joyful brand identity – an identity captured in the sensorially playful supportive primary packaging developed by Hunter Luxury.

The new range melds the contrasting textures of Joonbyrd-sourced glass and Hunter Luxury-designed silicone to create a unique tactile experience in its bottles and jars. Hunter Luxury also created an exquisite, zippered gift set and an extravagant chest that contained the PR kits sent to select media outlets ahead of Joonbyrd’s arrival on the skincare market.

Dermatology with a difference

From its name to its website, it’s clear that Joonbyrd is no ordinary skincare brand. Its brand identity bursts with colour and joy, a far cry from many other dermatologist-backed brands, which tend towards medical whites and neutral minimalism. In that sense, the pairing with Hunter Luxury makes perfect sense, as the luxury packaging expert thrives on the unconventional to deliver the exceptional.

Joonbyrd’s identity takes inspiration from many industries, all mixed together and blown into a sweet bubblegum aesthetic that is wholly unique. It combines spirituality with science, and modern sensibilities with a playful sense of childhood nostalgia. As Pippa Bell, Head of Beauty explains, Hunter Luxury’s challenge was to capture all of that inside every pack.

“The Joonbyrd experience flies in the face of what you expect from a skincare brand,” she says. “Capturing that meant really getting under the skin of our customer – no pun intended – and working hand-in-hand with them every step of the way, from concept to creation.

“As this is the launch of the brand, we had to go the extra mile to make a huge first impression. Our aim was to perfectly crystallise what this brand is about, making it clear to consumers at first glance even if they aren’t familiar with the name Joonbyrd yet.”

CONTACT THE BEAUTY TEAM

Our team of packaging experts works with some of the world’s largest brands. Drop us a line at beautyteam@hunterluxury.com, we’d love to talk through your project brief with you.

Dr Alexis Granite - Joonbyrd Founder & World Leading Dermatologist

“Hunter Luxury created entirely unique and uplifting packaging that touches the senses through shape, colour and texture.

“Hunter Luxury truly helped Joonbyrd realise its joyful vision.”

Appealing to the senses

To replicate the combination of contrasting elements that make up the Joonbyrd brand, Hunter Luxury developed a range of custom soft-touch, food-safe silicone sleeves that complemented and contrasted with the cool hardness of the glass bottles and jars, coloured in bright pastel hues that contrast with the colour of the container, to create a final product that feels as good as it looks.

“Joonbyrd was drawn to silicone and glass in particular as they offered an opportunity to create a highly sensorial soft touch finish,” explains Bell. “This is matched by the shape of the bottles, which feature soft bends and curves that offer both visual and tactile appeal.” The silicone was embossed across its whole surface area with large Joonbyrd logos, acting as a ‘hidden’ logo while also adding a unique texture for consumers to explore.

Working with silicone presented some technical challenges that our innovation teams had to overcome. While the bubbly typography of the logo looks chaotic and random, achieving the combination of complex embossed curves that could be consistently recreated at scale during production required precision engineering.

The embossed pattern also needs to be balanced against the need for the right level of rigidity. The silicone sleeves needed to grip the containers firmly without sagging or slipping away. However, the sleeve still needed to be easily removable so it could be cleaned. Finding the perfect balance between all of these factors required an intensive design process in which the mold was resized and remade several times until the perfect solution was found. The final design of the sleeve is slightly tapered, offering a luxurious tactile experience while also gripping the containers firmly and remaining in place until removed.

The addition of the silicone sleeves served to elevate the packaging, adding a hint of intrigue to what would otherwise be a standard jar or bottle shape while also providing a tactile, tangible demonstration of Joonbyrd’s unique personality.

Every detail matters

Hunter Luxury’s partnership with Joonbyrd went a step deeper than packaging. As part of the project, we sourced and produced a special body gua sha – a rigid tool, commonly used in traditional wellness routines, that gently scrapes and stimulates the skin – that we delivered as a finished product.

Hunter Luxury guided this project from the outset, bringing imaginative design and innovation to provide a modern, fun-loving twist on a technique that has existed for thousands of years. Each one is carefully crafted from amethyst to reflect the playful, sensorial curves that are core to the Joonbyrd identity. And, as each stone is carved out of amethyst, no two are exactly alike, with the purple hues in each stone ranging from pale lilacs to deep, regal violets. Just as each consumer’s skin is unique, so too is the product they use to care for it.

Each stone is precisely cut into the desired shape before being intensively polished to soften any potential hard edges. The end result is a wavy design with gentle curves and a softly serrated pattern along its leading edge, enabling the user to scrape and massage their skin as required.

The stone is fitted with a thermochromic silicone grip, styled into Joonbyrd’s JB logo that adorns every product in the range. Its heat sensitivity enables the grip to change colour when touched, turning the logo a dusky pink when used and adding an extra layer of joyful interactivity to the product.

Each gua sha tool is packed in a silicone travel case with an EVA insert, carefully shaped to match the naturalistic curves of the tool while also featuring a small aperture to enable the user to easily prise the stone out of its pack. The insert holds the tool securely in place, ensuring it reaches the consumer in pristine, gleaming condition.

All of this is delivered in a translucent TPU protective bag with a card sleeve. The bag was printed with the Joonbyrd name, picked out in delicate gold lettering, adding a touch of premiumisation to the candy-coloured sweetness contained inside.

Making a splash with PR chests

The skincare segment is highly competitive, and Joonbyrd’s positioning placed it in competition with some of the industry’s most well-known heritage brands. To maximise the media buzz ahead of its launch, Hunter Luxury worked with its customer to source and customise the ultimate joyful PR kit – one that exuded the playful, popping-candy spirit of Joonbyrd from every element.

The result of this project was an extraordinary vivid purple chest, picked out by gleaming rose gold hardware including a solid carrying handle and a locking mechanism. It’s the sort of thing you could imagine a child’s imagination running wild with – one day playing the part of a pirate’s treasure chest, the next a James Bond-style spy kit – perfectly summing up Joonbyrd’s ethos. Not only does this pack add value to the product, it is exceptionally valuable in and of itself.

Similar to the embossed silicone sleeves that surround Joonbyrd’s jars and bottles, the chest was emblazoned with the balloon-like JB logo across its whole surface area, creating a distinctive visual appeal that is complemented by the colour-matched purple trim. The trim was affixed using rose gold studs, colour-matched to the gleaming rose gold handle, locking clasp, and even the screws that affixed the hinges to the lid.

Upon unlocking the front clasp and lifting the lid of the chest, the user is greeted by an eye-popping lenticular design that shimmers and moves with the opening of the lid. This idea was suggested by us as we didn’t want the bespoke look of the chest to end when it was opened – we wanted to extend the experience inside the pack. The vivid design – which saw gold Joonbyrd typography melt into a psychedelic dreamscape as the lid is opened and closed – was designed with the camera in mind, and provided a striking, memorable image for influencer video content.

Whether open or closed, the PR chest is nothing short of a sugar rush of joy, childhood nostalgia, and playfulness that crystallises the spirit running through each and every one of Joonbyrd’s products.

“This also illustrates the Hunter Luxury ethos,” adds Bell. “We are far more than a packaging manufacturer – we act as partners for our customers, working hand-in-hand to realise their vision for each project. We’re all-in with our customers – no detail is too small, and no dream is too big.”

Get in touch today to learn how Hunter Luxury can bring your next project to life.

CONTACT THE BEAUTY TEAM

Our team of packaging experts works with some of the world’s largest brands. Drop us a line at beautyteam@hunterluxury.com, we’d love to talk through your project brief with you.