The Creation of Elegant and Minimalist Packaging
Background// Our team is always ready to tackle new and exciting projects that challenge our creative capabilities. When we were approached by Shiseido – the Global Japanese Cosmetics brand – to help design and produce packaging for three of their brand lines, we were happy to work with their marketing team to bring their creative aspirations to life. For over 2 years now, we have been trusted to design and produce both product packaging and promotional materials for Shiseido.Uncompromising Quality// We recognize the importance of understanding a client’s core values prior to beginning a project. This is not only necessary to meet and exceed the expectations of key stakeholders, but also guide the creative decisions along every step of the process. The bottom-line is that no matter the ask, we aim to deliver a quality product that aligns with Shiseido’s core values. That of uncompromising quality.
Shiseido Ginza Tokyo, WASO, and Clé de Peau – the primary brand lines we work with – offer a variety of mid-range to high-end products. At the foundation of each of these brands are elements of premium-minimalism. Package design, stock and the finishing are carefully curated in order to convey these qualities, whether the product is sitting on a display shelf or in the hands of an end consumer.
The Process// Typically, the creative process is spurred by an ask from the Shiseido marketing team launching a new campaign, seasonal promotion or product line. Close correspondence is maintained between our account managers, graphic design team and Shiseido to gain a greater understanding of the scope.
Projects can range from a simple packaging design update where design assets are provided by Shiseido, to a completely new product that requires design from scratch. Often, to accurately design packaging around a product, Shiseido provides physical samples for measurement purposes.
What’s in Stock// Creating a compelling design is only one aspect of successful product packaging. Paper stock plays an important role in portraying brand elements, while also offering protection during transportation and display.
For product packaging such as cartons, sleeves, or tent cards, typically a 20pt cardstock is the stock of choice. This stock conveys a higher-end look and feel, while retaining an acceptable level of durability. Furthermore, the malleability of this material ensures that it resists cracks when scored and constructed.
Some goods use tags for displaying product information. To craft a luxurious feel, while retaining durability, 10mil synthetic stock is used. This material not only matches the premium brand image of a given product but also offers practical merits. Being waterproof, soft-to-the-touch and tear-proof makes it ideal in diverse applications.
Projects can range from a simple packaging design update where design assets are provided by Shiseido, to a completely new product that requires design from scratch. Often, to accurately design packaging around a product, Shiseido provides physical samples for measurement purposes.
What’s in Stock// Creating a compelling design is only one aspect of successful product packaging. Paper stock plays an important role in portraying brand elements, while also offering protection during transportation and display.
For product packaging such as cartons, sleeves, or tent cards, typically a 20pt cardstock is the stock of choice. This stock conveys a higher-end look and feel, while retaining an acceptable level of durability. Furthermore, the malleability of this material ensures that it resists cracks when scored and constructed.
Some goods use tags for displaying product information. To craft a luxurious feel, while retaining durability, 10mil synthetic stock is used. This material not only matches the premium brand image of a given product but also offers practical merits. Being waterproof, soft-to-the-touch and tear-proof makes it ideal in diverse applications.
The Four P’s//Through extensive collaboration with Shiseido we help them deliver on their marketing objectives. With product-centric design as our primary focus, we aim to accurately express the key characteristics and value propositions of the products contained within the packaging. Alongside this, through an iterative process, we design packaging that protects during transportation.
When the products hit the shelves, the quality of our graphic design and print play a paramount role in promoting the product to consumers. Vibrant colours and compelling imagery elicit consumer attention.
Throughout the dieline creation process, we remain cognizant of sizing in order to adhere to the future placement of these items. Often found on shelves, it is crucial to have packaging that doesn’t consume significant shelf real estate. From a logistical standpoint, package sizing also aids in reducing transport costs. Lastly, the selected paper stock conveys a quality message for products at a given price point. For a premium brand like Shiseido and its sub-brands, portraying a high quality brand image starts from the first physical, consumer touchpoint - the product packaging. A high quality packaging offers the feel of a premium product before the customer unboxes it. We understand the importance of product packaging when launching a product, and we’re proud to continually work with Shiseido to bring their products to shelves.
When the products hit the shelves, the quality of our graphic design and print play a paramount role in promoting the product to consumers. Vibrant colours and compelling imagery elicit consumer attention.
Throughout the dieline creation process, we remain cognizant of sizing in order to adhere to the future placement of these items. Often found on shelves, it is crucial to have packaging that doesn’t consume significant shelf real estate. From a logistical standpoint, package sizing also aids in reducing transport costs. Lastly, the selected paper stock conveys a quality message for products at a given price point. For a premium brand like Shiseido and its sub-brands, portraying a high quality brand image starts from the first physical, consumer touchpoint - the product packaging. A high quality packaging offers the feel of a premium product before the customer unboxes it. We understand the importance of product packaging when launching a product, and we’re proud to continually work with Shiseido to bring their products to shelves.
