In the spring of 2016 Chana was contracted by Coty’s Consumer Fragrance division to redesign the upcoming holiday packaging for their licensed brands Nautica and Beyoncé. True to the form of classic design, relatable story lines were brought to each brand, and timeless principles together with innovation were used to restructure the packaging. These techniques not only created more attractive boxes, but more importantly, they brought into focus the product inside the packaging.

THE ASK:

to create a new packaging design for the holiday season of 2018 that would fall in line with the brand and also express beyonce as an artist.

MOODBOARD FOR BEYONCE’S 2018 HOLIDAY FRAGRANCE CAMPAIGN

PACKAGING DESIGN CONCEPTS FOR BEYONCE’S 2018 HOLIDAY FRAGRANCE CAMPAIGN

THE PROCESS:

The African concept was revisited for 3 design rounds. In the end, since it was decided that no foils could be used, it was not going to be holiday themed enough for final retail. It needed to appear more sparkly. Chana very quickly redesigned it, changing the direction to a disco holiday star motif. This was chosen as the final design from several other designer’s submissions and went to final print. Chana’s process included moodboard design, concept development, image sourcing, image manipulation, color matching, palette design, die line and mechanical design.

DIE LINE AND MECHANICAL DESIGN

THE OUTCOME:

The project was completed successfully. The design was chosen and went to print. The fragrances hit the shelves in 2018 being sold in the consumer market all across the U.S. at pharmacies, gift shops and major department stores.

THE ASK:

To create a current and innovative packaging concept for selected Nautica fragrances while keeping to the brand guidelines and recognizability of the brand. One of our pitches was a signal flag theme.

MOODBOARD FOR NAUTICA’S 2018 HOLIDAY FRAGRANCE CAMPAIGN

THE PROCESS:

To innovate the over all packaging a new style of window frame was designed, in the shape of a signal flag. This particular flag signal was used in the 1980's on various Nautica fashion pieces and marketing merchandise. At this time ‘Lil Yachty’, the rap and fashion icon, was bringing the retro Nautica fashions back into the public eye, Chana tried to catch the wave of this trend, adding classic design. This shape not only referenced the history of the brand, it also modernized it by creating an arrow pointing directly to the product inside the packaging window (see the arrowed window shape below as it relates to the navy and yellow, ‘N’ imprinted, signal flag above ), bringing both a vintage and modern approach to the new packaging and at the same time a directional focal point to the product itself.

PACKAGING DESIGN CONCEPTS FOR NAUTICA’S 2018 HOLIDAY FRAGRANCE CAMPAIGN

THE OUTCOME:

The project was completed successfully. The design was chosen and went to print. The product hit the shelves in 2018 being sold in the consumer market all across the U.S. at pharmacies, gift shops and major department stores.

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