Oct 11, 2021

Redesigning a classic

Challenging consumers to "think again" about a long-established brand.
Elisabeth Skoda

2020 marks 250 years since the House of Yardley was first established and to herald in Yardley’s 250th anniversary Nottingham based brand & packaging specialist Pure was commissioned to redesign the packaging for its Classics fragrance range.

Pure’s Creative Director David Rogers said, “Yardley boasts a tradition and lineage most perfumery houses can only dream about. It was an honour to be a part of this milestone in the brand’s history.”

Yardley wanted to communicate the anniversary on packs but also challenged Pure to refresh and evolve the design to highlight the "naturalness" of the products.

Five of Pure’s design proposals were put into consumer research including one packaging concept that featured the colour black which challenged the brand’s established look.

Two design routes scored higher levels of standout in consumer research and led Yardley to split its approach, repackaging its Traditional Florals range aimed at 50+ females inline with the current brand approach but utilising a black design backdrop to introduce a Contemporary Florals range targeting a younger demographic of 35+ females.

Pure’s Creative Director, David Rogers added, “Feedback from consumer research indicated the design that featured black challenged consumers to think again about Yardley with comments such as it feels ‘younger and fresher’. Yardley saw and took an opportunity to move the brand forward and it was great to be part of that.”

For the project, Pure designed the packaging for eau de toilette spray boxes, body mists, body deodorants, body washes, body lotions, luxury soaps, perfumed talcs and nourishing hand creams.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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