Creating the ajitu Luxury Beauty Brand with Minimalist Design and High-End Packaging
Project Type
Branding Packaging Design
Industry
Beauty Personal Care
Client
ajitu
Highlighting Luxury in an Overlooked Market
The client, a beauty salon, wanted to launch a line of private-labeled essential oils, shampoos, and body washes produced in France. However, the market was saturated with essential oil and beauty brands that lacked a true sense of luxury. The challenge was to create a brand that not only stood out in terms of product quality but also communicated a sense of exclusivity and elegance through its design. The existing market offerings often missed the mark on aesthetics, presenting cluttered designs with loud colors that failed to convey the sophistication the client desired.
Defining a Luxury Brand Identity
The discovery phase began with the creation of a moodboard to capture the visual style and identity that would define the brand. The focus was on clean aesthetics, minimal packaging, muted and dark colors, and a luxury display typeface. This phase was crucial in setting the tone for the brand, ensuring that every design decision would reflect the desired luxury and exclusivity. The moodboard helped to solidify the direction of the brand, emphasizing simplicity and elegance as the core values.
Experimenting with Packaging and Typography
In the design phase, multiple packaging and product designs were explored to find the perfect combination of bottle shape, material, and overall design. As shown in the initial product images (such as "2.jpg"), various bottles, materials, and sizes were tested. The design process also involved experimenting with cream and green color palettes, different typefaces, and the capitalization of letters. Each iteration was carefully evaluated to ensure that it aligned with the brand’s luxury positioning. Ultimately, a clean, minimal design was chosen, featuring a luxury display typeface for the brand name and a sans-serif font for the product descriptions. The final design achieved a balance of elegance and readability, with black and white as the primary color scheme, and a subtle gradient used to differentiate the various essential oils.
A Cohesive, High-End Brand with Elegant Packaging
The final solution was a cohesive brand identity and packaging design that successfully communicated the luxury and quality of the products. The minimalist design, with its muted colors and elegant typography, stood out in the beauty market, offering a stark contrast to the cluttered and overly complex designs of competitors. The use of black and white as the primary colors, combined with a subtle gradient to indicate the type of essential oil, provided a sophisticated and easily recognizable product range. The clean lines and modern aesthetic ensured that the brand would appeal to discerning customers looking for high-end beauty products.
Lessons Learned
This project underscored the importance of aligning design aesthetics with brand identity. The challenge of creating a luxury brand in a crowded market required careful consideration of every design element, from color choices to typography. The experimentation with different packaging designs and typefaces highlighted the need for simplicity in conveying a sense of luxury. The final design not only met the client’s expectations but also set a new standard for minimalistic elegance in the beauty industry. Moving forward, this project has reinforced the value of a methodical and explorative design process, ensuring that each brand I develop is both visually striking and true to its core identity.
