Last night we were out celebrating at this year’s DBA Design Effectiveness Awards. Our Penhaligon’s Christmas box picked up Bronze, a fantastic result celebrating the 8-fold ROI and 38% increase in sales that the packaging achieved.
Designed to increase standout and build on the brand’s eccentric English roots, the 2010 Christmas box was inspired by the theme of anthropomorphic animals. This created a fantasy world which brought to life the whimsical nature of the brand. The decadent quality was then delivered with sumptuous patterns, materials and finishes while the luscious colours catch the eye.
“We wanted something that at first glance just appeared beautiful yet invited the customer to look closer and be surprised. The team at jkr took us on a creative journey that delivered on this brief – the gift sets are absolutely Penhaligon’s.” Sarah Rotheram, CEO, Penhaligon’s
Penhaligon’s Head of Marketing Emily Maben said “They are the most visually beautiful boxes we have ever produced and we are very pleased with the end result! We had a very positive reaction from our customers, staff, wholesale partners and distributors and the figures show that the boxes are the most successful we have launched for many years.”
Jovan Buac, Account Director at jkr, added ”We’re really proud of the results that the DBA have recognised. The boxes are absolutely stunning and a great piece of design. The fact they have helped drive sales makes them all the more exciting. This was our first ever project with Penhaligon’s, so is testament to the collaborative and trusting relationship we have entered into with our clients there”.
Sarah, Emily and Jovan were joined at the awards by jkr Design Director Matt Gilpin and jkr Designer Sakiko Kobayashi who came up with the theme for the boxes. A great night was had by all.