Successful Luxury Packaging

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Successful Luxury Packaging

Introduction

Luxury packaging is a real art for luxury houses and best in macaron boxes and custom boxes. Spirits, haute couture, jewelry, make-up, technology… Between new consumption patterns and the latest generations, the appeal behind packaging has never been so important. Particularly strategic in the luxury sector, the packaging is directly linked to a mental representation of the product. So what are the rules and trends in the industry to be aware of so as not to go wrong?

How to combine luxury and ecological issues without denying its heritage? Which printing techniques to favor for a high-end rendering? CREEDS, the first agile solution to produce all your creative content, shares with you its four tips for packaging by luxury codes.

4 TIPS FOR SUCCESSFUL LUXURY PACKAGING

CUSTOMIZE YOUR PACKAGING

Personalization is a powerful differentiator for luxury products. An observation confirmed by the study carried out by Asia Pulp & Paper among French, Italian and British consumers on their opinion on luxury product packaging. According to this research, 75% of respondents in the UK want their luxury product to reflect their personality.

A growing demand corroborated by new luxury buyers: young people. More volatile than their predecessors, Generations Y and Z feel the need to assert their identity by purchasing luxury products. So naturally, personalization of the product is expected, but also, above all, customization of the experience!

A new trend fragrance, emblem of the house. The transparent material of the glass already offers an ultra-sophisticated rendering, but the brand goes even further with this personalized packaging. Online, the customer himself customizes the neck of his bottle with a ribbon, the size of the bottle, and the tint of the glass.

The final touch to feel special? The engraving on the face of the bottle or the embroidery of the fabric. In short, with this designer perfume packaging, Guerin manages to bring together traditional know-how in a tailor-made digital experience enhanced by 3D technology.

The creative possibilities don’t end there, as the unboxing trend is entering the industry for more experiential and emotional luxury. Thus, as part of its long-standing partnership with the Wimbledon tournament, Rolex cultivates the art of wonder. A box resembling a tennis court is revealed when the first protection is removed: a guaranteed surprise effect. Then, it is the opening of the roof of the “stadium,” which allows the handling of the watch.

The objective of this luxury packaging? Glorify the customer experience to make unboxing an actual ritual by playing on the emotion linked to the event.

PLAY ON SENSORY

To create successful luxury packaging, don’t neglect the sensory dimension. The packaging represents the skin of your product and must speak to the senses of your target. There is nothing like the softness of a satin ribbon, the scent of a perfumed pouch.

The soft sound of the crumpling of tissue paper, right? The luxury product does not only have a social value, and the big houses have understood this well. Like The Ballpein distillery, they compete in creativity to feed the emotions of their customers.

For its 50-year-old whiskey, the house of William Grant & Sons marks the occasion with exceptional luxury packaging, entirely sculpted by hand. To the touch, this cylinder of 49 superimposed wood layers provides a warm feeling.

This perception is balanced when the fingers meet the colder 50th gold and engraved brass ring. A beautiful effect of textures and materials, a big trend of the year, transforms the packaging into intimate support. By creating a relationship with the brand, the packaging becomes a real collector’s item.

To play with the senses of your target customers, do not hesitate to use noble finishes such as embossing (also known as embossing) or hot stamping (also called gilding), such as food packaging from the Le Maurice palace above. These decoration techniques give relief to your luxury packaging and provide a unique tactile experience.

ADOPT MINIMALISM

As you have seen, packaging contributes to the development of an authentic brand identity. In terms of packaging, the same goes for luxury logos: although the creative freedom of the sector allows all excess, the trend remains minimalist.

Many large luxury houses have chosen sobriety for their packaging. Some have even made it their trademark. It is impossible here not to mention Hermès and its mythical orange boxes. Behind this apparent simplicity hides packaging with a well-designed design. Elegantly printed, the logo and brand name are highlighted in the center of the packaging and are sufficient to capture customers’ attention. A pure, no-frills bias reinforces desire and increases the perceived value of the product.

Louis Vuitton, Cartier, Chanel… By associating their name with color, other famous brands have also bet everything on the elegant discretion of their luxury packaging. According to the study conducted by Cisco, consumers are sensitive to the refined codes of this premium.

Market: 57% of them believe that luxury packaging is characterized by classy packaging and 33% decree that luxury packaging is sober packaging. So take inspiration from these giants and prefer light packaging with a light design that will make you easily identifiable and attractive to your target audience.

THINK GREEN

More than ever, the big names in luxury must adapt to new types of clientele and their relationship to consumption. Still, according to Citgo’s analysis, more than 9 out of 10 consumers under the age of 35 could turn away from a luxury brand if they realize that its packaging is not eco-friendly.

This impressive statistic highlights strong demand for more responsible luxury and environmentally friendly packaging. A significant issue, taken up as a theme at the Luxe Pack trade fair last June in Paris. The message is clear: to appeal to millennial, the future of luxury packaging will be eco-design, if not nothing.

A finding took into account by some “game-changer” in the sector, such as Courbet. The Place Vendome jewelry house creates 100% ecological synthetic stones and challenges the codes of luxury.

An eco-responsible approach pushed to the packaging of jewelry. Made in Brittany from scraps of leather and natural latex, the boxes also hunt down the metal and synthetic glues. Sublimated by the Pantone color of the year, Classic Blue, this example brilliantly proves that combining luxury and sustainable development is possible.

WANT TO BOOST YOUR PACKAGING STRATEGY?

At CREEDS, our packaging experts dress your products with a tailor-made design to amaze your target to pack a gift without box. Carefully selected by our team, your future designer will be able to create a visual packaging adapted to luxury codes and at the heart of the latest graphic trends. Your dedicated project manager guides you to ensure 100% personalized service and turnkey visuals throughout your creative process. Enhance your products has never been so easy with CREEDS!

 

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