First outing for Virgin Vie

Virgin Vie’s Oxford Street outlet opens to the public today with 12 cosmetics ranges and more than 100 products in total.

Lyons Associates, formerly Lyons Ames, created and coordinated the design for all the products for the toiletries and accessories ranges. Munich group Dieter Bakic Design was responsible for the design for the cosmetics packaging and initial design elements for bottles and jars, after which Lyons Ames was given the task of being ‘the guardians of the shape’.

‘It was a difficult exercise getting everything to look beautiful,’ says Kerrin Lyons, director of Lyons Associates.

The toiletries range includes plastic and glass bottles, bottles with flip lids, tubes and soaps. The accessories range includes a ‘cheeky’ massager, three brushes, emery boards and an incense burner.

Lyons Associates developed every component for the toiletry range and cosmetic range called Colourline, as well as some elements for the upmarket Signature range.

The consultancy’s job was to rationalise the product lines to make them more affordable. The graphics were put on only for representation at concept stage (pictured), and Lyons worked with Revolution on the final graphics, which show the V three-dimensionally wherever possible.

Designer: Lyons Associates

Client: Virgin Vie