Jones Knowles Ritchie takes animal theme for Penhaligon’s packaging

Jones Knowles Ritchie has created anthropomorphic animal-themed Christmas gift boxes for perfumer Penhaligon’s, with each range depicting a story, such as an afternoon tea party.

The consultancy won the work without a pitch on the strength of conversations with Penhaligon’s, and began work on the Christmas boxes in May 2009.

Jovan Buac, senior account manager at JKR, says, ‘It’s about English eccentric decadence – that’s what the brand is all about.’

The range aims to create a ‘fantasy world’ through animal illustrations and stories, creating a modern, yet classic look.

John Ewles, creative director at JKR, says, ‘Something so visually rich is always exciting to work on.’

He adds, ‘All the illustrations were done in-house, so the final designs stay true to our initial concept.’

The boxes feature patterns and materials that aim to deliver a depth and richness, including layers of foil, print, texture and ribbons.

Sarah Rotheram, chief executive at Penhaligon’s, says, ‘We wanted something that, at first glance, just appeared beautiful but invited the customer to look closer and be surprised. Anthropomorphic animals were a starting point and the team at JKR took us on a creative journey that delivered on this brief.’

The packaging will start to roll out this weekend.

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