The consultancy has previously designed packaging for the brand’s Christmas range, which was shortlisted for a Design Week award in the packaging category this year; the gin-inpsired Juniper Sling fragrance and the 2010 Christmas animal-themed packs.
The Peoneve packaging is inspired by ‘an English garden in full bloom’ with a modern twist. Soft touch papers are used on the boxes, aiming to replicate the feel of the Peony petals; while the rose illustration is lifted with a gloss finish.
Matt Gilpin, JKR design director, says, ‘To capture the essence of this fragrance, the exquisite nature of a Peony rose in full bloom was the direct inspiration. The bold illustration and delicate typeface combined with the striking colours allowed us to break with convention and deliver a real sense of modernity.’
Jovan Buac, JKR account director, adds, ‘The design is bold and simple. The hit of hot pink really replicates the robust and exhilarating smell of the fragrance.
‘Using an illustrated Peony helps nod back to the Penhaligon’s craft and heritage, but overall the design evokes a modern reinvention of a rose-based scent.’