From the Designer's Desk: Decléor


Original design sketches (top) show how a design idea shapes and molds into a finished design model (bottom).

Nothing gets us going like an exceptional design challenge. In this case, revitalizing the Decléor brand and packaging program for the U.S. market.

When Decléor approached Design Packaging with the challenge to design a new concept for its Anti-Aging line as part of an overall re-branding effort, we were asked to meet two specific objectives: create packaging that would stand out on a shelf and at the same time double as a display case. Rather than taking the expected route (product windows on a box), we created a case that built on the company’s philosophy that beauty is a feeling, not just a genetic trait. Thus, the concept of a hexagonal shaped box, reminiscent of DNA structures, was born.   

With this packaging, we explored options that conveyed the benefits of Decléor products across the skin’s multiple layers. Weeks of sketches and multiple reviews evolved the idea further, giving way to the final concept—two connecting boxes, each a half of the hexagon. As the package is opened, various layers unfold to reveal the contents, held up by a clear insert, appearing to float in the box. A shadow of the product in the background creates a three-dimensional effect and enhances the depth of the package.

At the widest point, the package is 7 ¼ inches wide; 3 ½ inches deep, front to back; and 6 ¼ inches tall.

With a focus on U.S. consumer trends, the final colors selected were gold, silver and copper—each used for a different line.  Blown images of florals such as irises, daisies and hibiscus evoke the botanical origins of the product.

Once the packaging structure and design were approved, we faced yet another major hurdle—production. Given the complexity of the shape and the intrinsic artwork, each case had to be manually built and wrapped. We worked hand-in-hand with our production facilities to ensure every piece was printed, cut and wrapped in the proper order for a seamless, final output.

Seeing the final product come together was gratifying in itself. Learning that Decléor sales in the U.S. were strengthened and that this new packaging improved the company’s perception in the U.S. market was the ultimate payoff.


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