Perfume Packaging for Penhaligon's

  • Design Statement
    This is a school brand shift project. Penhaligon’s is a British perfume house founded in 1870. The original packaging design is famous for having different illustrative labels for different scents. I thought it would be interesting to see how contemporary packaging design can work for this vintage brand, so I came up with a new packaging idea. To address the problem that it's always hard for non-professionals to interpret the specification of perfumes from their unorganized labels, I designed a simple and intuitive system to label fragrances. I used an arrangement of gradations to signify various concentrations of scents for products.

    Branding and Visual Language
    I used color gradients, which visually feel like scents and sprays, to represent different concentrations of perfumes (Eau de Toilette and Eau de Parfum). I used minimalist typography and only put essential product information on the package. I believe that cylinders can best show the design of gradations. I also applied the visual language to perfume tester stripes.
  • 100 ml Fragrance Collection
  • 100 ml Fragrance Collection
  • 100 ml Collection and Perfume Tester Strips
  • Bluebell Collection
  • Lavandula Collection
  • Nectarine Collection
  • Eau de Parfum Collection