High-end design | Category Focus – Luxury packaging

The luxury market is full of inventive and creative examples of packaging. But what should be considered when embarking on a project and are there good examples from 2023? By Philip Chadwick. This article is sponsored by Konica Minolta.

High-end design | Category Focus – Luxury packaging

The luxury packaging industry faces high standards, requiring creative and sustainable solutions. Designers aim for standout packaging that reflects brand essence. Limited edition packs often become collectibles. Mary Lewis emphasizes the importance of a truthful starting point for both mass and luxury brands. Tan Mahal stresses the need for a deep understanding of customer requirements and brand values.

Creativity in luxury packaging has taken various forms, such as Butterfly Cannon's work for Godwan 100 Series, emphasizing artisanal Indian Single Malt. BellaGiada's collaboration with London Contour Experts resulted in a collapsible pack for Scarlett Gasque lingerie, combining aesthetics with practicality.

Sustainability is a crucial consideration in material choices. Brands focus on the complete lifecycle, from raw materials to responsible disposal, contributing to the circular economy. QR codes, as seen in The Spirit of Manchester Distillery's trial with Manchester Gin – Signature, provide a solution for communicating a brand's sustainable journey.

The rise of pulp packaging is noted, with luxury brands exploring its potential for both sustainability and visual impact. As sustainability remains a top priority, designers anticipate challenges and exciting opportunities in the next 12 months.

SPONSOR COMMENT:

The luxury packaging industry is undergoing a transformation with the fusion of tradition and innovation. Digital print and embellishment techniques play a pivotal role in crafting personalised and sustainable packaging experiences. These technologies, such as foil stamping and raised 3D varnishes, add depth and texture, enhancing the perceived product value. Digital print minimises waste, energy use, and toxic byproducts, aligning with the eco-conscious values of modern luxury brands. The significance of digital print and embellishment highlights a journey towards personalisation, sustainability, and unparalleled aesthetics.

KEY CHALLENGES:

Economic downturns drive luxury brand sales, with consumers seeking reward and respite. Luxury brands emphasize emotional worth and storytelling in their packaging to connect with consumers.

Clients pay closer attention to forecast demands in response to the current economic climate. While there is still demand for luxury packaging, budgets are not limitless, and cost-effective solutions are sought after.


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