ELEMIS is a fast growing British company and is now one of the most acclaimed brands in the global luxury skincare industry. In 2016, Hunter Luxury was briefed to develop a range of 36 luxury packs for ELEMIS’ Joy of Giving Christmas Gift Collection. The brief required Hunter Luxury to amplify the luxury essence of their products, projecting elegant British heritage with a ‘gift me’ feel. All within very challenging budget constraints.
VALUE ENGINEERING IN LUXURY PACKAGING
Nothing says ‘a gift for you’ more than a hand-tied grosgrain ribbon bow. And nothing is more quintessentially British than the silhouette of the three component crosses of the Union Flag. Working from brand agency designs, Hunter Luxury optimised the brand’s value aspirations, ensuring packaging was elegant and practical. A high degree of ingenuity and value engineering expertise was required to work within budget considerations to rationalise production costs as well as reduce potential quality risks throughout the supply chain.
To address the requirement for consistency across the range, our manufacturing and production teams used a carefully controlled production approach for all 36 packs. With access to the same printing machines throughout the whole production, and with papers, foils and blocks all managed as a whole, we were able to deliver consistency across materials and printing.
To optimise costs whilst protecting design integrity, Hunter Luxury created the Union flag using hand-applied grosgrain ribbon for the horizontal and vertical stripes, whilst a printed emboss technique was used to mimic the ribbon on the diagonals. This approach not only helped control cost but it also helped minimise the quality risk associated with a diagonally applied ribbon throughout the supply chain.
WINNING HEARTS AND MINDS
The range was fantastically received by both consumers and industry experts alike, scooping two awards at the Luxury Packaging Awards 2016: Best in Show Premium & Winner in the Cosmetics & Personal Care category.
Oriele Frank, Chief Marketing Officer and Co-Founder of ELEMIS says:
“We’re delighted that Hunter Luxury Packaging have won this prestigious packaging award for our ‘Joy of Giving’ 2016 gift collections. It’s fantastic news! We really take pride in creating beautiful gifts that really stand out, are a joy to give and a delight to receive. Big congratulations to the Hunter Luxury team for helping us achieve this.”
The judging panel for the Luxury Packaging Awards 2016 added:
“It has lots of good attention to detail such as the ribbons being hidden underneath the inner liner. Love the very subtle nod to the Union Flag that is clearly expressing Britishness without being an obvious red, white and blue union flag. Great work – well done.”