JKR

This month sees the launch of a global packaging refresh for Laphroaig, designed by jkr.

The redesign for the Islay single malt whisky extends across the entire portfolio from the brand’s popular malts to its more premium editions. Designed to reflect the quality of the products and the brand’s rich history, the new packaging strives to make it easier for consumers to identify their preferred expression.

Michael Cockram, senior global marketing director for Beam Inc., said: ‘Laphroaig continues to be the world’s No.1 Islay malt whisky. Our decision to refresh the brand’s packaging has been taken with a great deal of care, given that the brand’s distinctive look has been so successful for many years.’

Daniela Nunzi-Mihranian, creative director, jkr continued: ‘Laphroaig has a fantastic brand essence and the redesign provided the opportunity to unleash it. By refining the equities that make Laphroaig distinctive, we were able to bring harmony to the portfolio. This has improved navigation for consumers while delivering a more contemporary feel.’

‘We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand’s unique taste experience’ Cockram continued.

The new packaging was designed with feedback from the Friends of Laphroaig community. ‘After listening to consumer feedback, we believe this redesign will bring greater visibility and appeal, providing a more defined brand personality that resonates with our fans.’

Look out for the new bottles launching shortly in the US, UK, Germany, Sweden, Australia and Japan.

Today’s ShortList magazine unveiled the newly re-opened Erno Laszlo Institute…

Described as the ‘re-birth of one of the most influential beauty institutions of the last century’, The Institute was once famous for housing the beauty secrets of Hollywood icons and royalty. Having re-opened in New York’s downtown SOHO, it is the new destination for VIP treatment.

If you’re in New York, take a look. And don’t forget to keep an eye out for our newly designed Erno Laszlo products…

Erno Laszlo has a fabulous heritage, built on a client list of Hollywood legends from Audrey Hepburn to Marilyn Monroe. Designed to celebrate this legacy and the uniqueness of the products, jkr have redesigned the Erno Laszlo range.

Building on the Hollywood Collection which launched last year, the new design focuses on the cleansing and replenishing properties of water that live at the heart of the Erno Laszlo brand.

Celebrating this element, the architecture revolves around a ripple which emanates from the brand’s logo. Inspired by Erno Laszlo’s iconic angular jars, the squared ripple shape is also reflected in the letterforms of the restyled word mark. The existing plastic material of the jars has been replaced with weighted coloured glass, continuing to build on the brand’s premium nature.

The story of the brand continues with the art deco styling and soft, neutral colour palette which provide a real sense of classic beauty, whilst a combination of finishes and embossing deliver a more luxurious and quality feel.

‘The design aims to achieve timeless, beautiful packaging which is both respectful of Erno Lazslo’s heritage and worthy of the products inside.’ Martin Francis, Design Director, jkr.

To welcome in the festive season, Penhaligon’s have launched their 2012 Christmas Gift Collection, designed by jkr. Celebrating the brand’s rich heritage in Victorian London, the boxes are inspired by the classic pastime of theatre going. 

‘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.’ Sarah Rotheram, CEO, Penhaligon’s.

‘The theme was explored in many different ways, but we were all really excited by the idea of musical theatre. Going to the theatre is such an English tradition at Christmas. This allowed us to communicate a festive feeling whilst delivering decadence and opulence of a bygone era’ said Jovan Buac, Account Director, jkr.

Each box in the collection tells the story of a Victorian production, revealing everything from the performance on stage through to the people in the audience. Every character plays a role in bringing the story to life, from the musicians in the orchestra pit to the family of Penguins seated in the rafters. Every time you look you discover something more.

‘We wanted every box to reveal the magic of the theatre, uncovering all the aspects of the experience and the interesting and unusual characters you might see on the night. This year’s collection was all about delivering rich details, with the ornate finishes and embellishments providing a really premium feel,’ says Matt Gilpin, Design Director, jkr.

As with previous years, a key aspect of the design process was considering how the boxes would be presented in store. This led to the creation of a stackable structure to facilitate the story-telling nature of the boxes; the orchestra pit, dress circle and the gods creating an eye-catching display to engage with busy Christmas shoppers.

The collection is printed on a matt soft touch paper, which provides a fantastic background for the bright gold and zesty colours. ‘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-illustrations with bolder colourways to achieve this feeling,’ Matt Gilpin, Design Director, jkr.

‘The theatre felt like a very fitting theme for Penhaligon’s: unconventional and opulent, whilst also avoiding the clichés of the season. We’ve had a wonderful reaction from our retail partners globally and from our customers in store.’ Emily Maben, Head of Global Marketing, Penhaligon’s.

As it’s Halloween, we thought we’d share a few of our more spooky pack designs. From a Frankenstein Monster Fancy to creepy crawly Penguin packs, things are not quite as they seem in the supermarket aisle this October…