The consultancy has worked with Penhaligon’s on a number of other projects, including the launch of its Sartorial perfume, the gin-themed Juniper Sling product and Christmas ranges including the 2012 animal themed boxes and least year’s ‘hidden London’ packaging.
The 2012 Christmas packaging celebrates the brand’s Victorian heritage, drawing on ‘the classic pastime of theatre-going’ to create boxes that each tell the story of a Victorian theatre production.
Sarah Rotheram, Penhaligon’s chief executive, says, ‘As always, we gave JKR a very open brief, simply the idea of ‘Musical London’ and they came up with the wonderful idea of a British night at the theatre. This eccentric yet elegant theme allows us to tell our brand story internationally.’
The packaging depicts characters such as stage performers, audience members and orchestra musicians. The boxes can be stacked in-store to ‘facilitate the story-telling nature of the boxes’ according to JKR.
JKR used matt soft touch-paper and a bright colour palette with gold to help communicate the festive nature of the product and create on-shelf stand-out.
Matt Gilpin, design director, at JKR, says, ‘As always with Penhaligon’s, we try to stay faithful to the tradition of the brand but give a hint to the modern. This collection combines hand-drawn illustrations with bolder colourways to achieve this feeling.’