A Look At Some of Fashion's Iconic Packaging

Design Packaging's look at four designs from established luxury brands to find the story behind them.



One of the most recognizable packaging designs is the small robin's-egg blue Tiffany box with white satin ribbon.  But where did that iconic Tiffany blue come from? The blue color was first introduced in 1845 by Charles Lewis Tiffany for the cover of his Blue Book, a collection of fine handcrafted jewelry.[1] Referred to as robin’s-egg blue or forget-me-not blue, "this distinctive color may have been chosen because of the popularity of the turquoise gemstone in 19th-century jewelry. Turquoise was also a favorite of Victorian brides who gave their attendants a dove-shaped brooch of turquoise as a wedding day memento."[2]

Did you know:

The custom Pantone color for Tiffany blue is PMS 1837, the same year of tiffany's foundation. [3]




Nothing speaks to classic sophistication like minimal black and white Chanel packaging design. You may be surprised to find where the inspiration for the interlocking "C" logo icon came from. Voguepedia reports that after Coco Chanel's mother died at age 31, "Gabrielle’s father sends his three daughters to the convent of Aubazine, where the nuns teach her discipline—and sewing."[4] The interlocking ‘C’ logo also closely resembles the curved patterns featured in the stained glass windows of the church of Aubazine, where she spent her childhood in an orphanage.[5]

 Did you know:

In the 1985 Andy Warhol creates the iconic Chanel No. 5 as pop art. Eight years later Chanel would follow creating a limited edition packaging bearing Andy Warhol's creation.[6]



When Louis Vuitton's mother died, his father remarried. Reportedly a "severe and wicked" woman, Vuitton sought the first opportunity to run away from home to the metropolitan city of Paris. There he learned the art of box making and "packing" for the fashionable class of the elite. When Napoleon assumed the title of Emperor of the French in 1852, his wife hired Louis Vuitton as her personal box-maker and packer.[7] Later he would cultivate a luxury brand with much sought after pieces at his new address: 1 Rue Scribe. 1 Rue is actually his second address, his first burned down in the Franco-Prussian War. His son, Georges Vuitton, is credited to creating the now famous LV monogram logo after his father's death in 1892.[7]

Did you know:

Vuitton's trunks were rectangular, a divorce from the traditional dome-shaped trunks in that period. It made them stackable and far more convenient for new methods of shipping. Most commentators consider Vuitton's trunks the birth of modern luggage.[7]




Estée Lauder's belief that every woman can look beautiful, was translated to her classic blue bottle. Believing the pale blue color conveyed a sense of luxury.[8] Her first Saks products were the ones that had won over Florence Morris, salon owner of Ash Blondes in Manhattan. Lauder chose pale turquoise for the jars and packaging because it would look good in any color bathroom.[9]

Did you know:

Two days after Estée Lauder Cosmetics debuted at Saks, in 1946, the counter was sold out.[9]


When you think of iconic luxury retail packaging design, who do you think of first?




1. http://www.luxury-insider.com/features/2012/tiffany-blue-the-color-of-love

2. http://press.tiffany.com/ViewBackgrounder.aspx?backgrounderId=6

3. http://en.wikipedia.org/wiki/Tiffany_Blue

4. http://www.vogue.com/voguepedia/Coco_Chanel

5. http://www.marieclaire.co.uk/blogs/542484/chanel-no-5.html

6. http://www.vogue.com/voguepedia/Chanel

7. http://www.biography.com/people/louis-vuitton-17112264?page=1

8. http://www.elcompanies.com/Pages/Our-Founder.aspx

9. http://www.vogue.com/voguepedia/Estee_Lauder


The comments to this entry are closed.