The consultancy has worked with Penhaligon’s for about two years, and also created the 2010 Christmas packaging.
It began working on the 2011 boxes about 18 months ago.
This year, JKR was briefed to create packaging that had the appearance of a bespoke gift, but with ‘British eccentricity’, according to Penhaligon’s.
Sarah Rotheram, Penhaligon’s chief executive, says, ‘The box needed to be a keepsake item with standalone appeal. At first glance the packaging has to appear beautiful but with a reason to look a little closer.’
The packaging has small, medium and large sizes, each representing the base level, middle floor and attic of a Victorian household which stack to create a six-storey house. The boxes use metallised paper stock with a satin finish, with ‘punchy colours’ and ‘heavy gold foiling’ to create the feel of a gift, according to JKR.
Jovan Buac, account director at JKR, says, ‘What’s really important to Penhaligon’s is that the theme has a link back to the brand, either in a place of interest or historical value. With them being 140 years old we seek out territories from that era as it feels like something ownable that Penhaligon’s can tap into, where a lot of their contemporaries are a lot more modern.’
The packaging launches from this weekend.