Heathcote and Ivory
PACKAGING DESIGN | STRUCTURAL PACKAGING | ILLUSTRATION
Heathcote & Ivory are a quintessentially English toiletry and home fragrance company, who came to us ahead of their Christmas campaign with a brief to design the packaging for their Enchanted Walk collection.
THE STRATEGY
With Christmas approaching, we knew that it t’was the season for luxurious gifts, and wanted to celebrate the fantastical qualities of the brand. We took inspiration from products themselves to develop an approach that was magical, yet whimsical, and captured the sense of wonder and mystery within. We felt this would give it a real unique look within toiletries packaging design.
THE CREATIVE
The products themselves are complex, heady pairings of floral, fruity notes with big, vivid baselines. The experience is akin to discovering a secret garden, curated just for you. We wanted to draw on this for our packaging designs, to really evoke this romantic utopia at point of purchase. We layered delicate illustrations, line drawings, patterns, textures and script to create lost notes from this exotic, foreign land. Peacocks wander free amongst the flowers, while butterflies flit majestically. Subtle details such as foil blocking, embossing and monogram seals only add to the tactile, majestic experience.
The full range consisted of more than 15 unique packaging types, including rigid cartons, bespoke folded cartons and executive window boxes that hint at the paradise within.
THE OUTCOME
Compared to H&I’s previous Christmas ranges, our redesigned suite showed a huge increase in sales. The whole project had the air of resounding success to it. But don’t just take our word for it…
Lynne Monsell
Senior Project Manager
Heathcote & Ivory
“We always felt part of the process…”
Landed have worked on several big beauty launches for us, most recently our Christmas concept, which has been a huge success. They consistently answer our design briefs with creative, innovative and inspirational ideas, and execute the artwork projects quickly, calmly and effectively. I can honestly say they are an absolute delight to work with. From beginning to end, they work with us and make us feel part of the design process.
