Luxury Packaging Design Tear Down

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Packaging design for luxury brands requires a tempo, a story, and a climax. Today we're breaking down how luxury brand Bulgari packages its luxury jewelry. We'll see what it does well, and what it does not so well.
The goal is that you learn from the mistakes and successes of other brands to improve your packaging design skills.
Evelio Mattos is a globally recognized packaging designer and educator sharing his insights and tips to help you becomes a better packaging designer.
Ready to learn packaging design?

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Опубликовано:

24 июн 2021

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Комментарии : 39

@packagingscientist9530 2 года назад

Love how you explain the experience as a story. The white magnet box with no outer branding was an odd choice.

@yinbangji2701 2 года назад

👍👍

@yousefales4665 Год назад

I am working on a jewelry brand and was looking for a video that gives me an idea on how to design a packaging. I LOVE how you describe the experience and how sound, sight smell and touch matter. Loved the explanation.. "Luxury, generic, luxury, generic"

@packagingunboxd Год назад

First, thank you! second, Jewelry packaging is intimate. When you give someone jewelry as a gift it is not a gift that you just pick up anywhere, it requires thought and many times a good deal of money. More than anything jewelry is given to a loved one. Packaging must create that connection and communicate that love in the opening, presentation, and even the closing. Tiffany & Co does it very well with the paper box that contains another box inside, that has an insert to present some jewelry, and a pouch that is soft, branded, and reusable. Reusable pouch can convey that the jewelry is valuable enough that you should take care of it and cherish it.Would love to see where you end up.

@yinbangji2701 2 года назад

Your video is very good. I am a Chinese manufacturer of printing paper packaging products, and I produce such products every day. Thank you for your sharing

@CCLXII 2 года назад

I understand what you’re saying, however, I love the minimalism of the outside of the box. If it were to be stolen, on opening the brown mailing box, at first glance it gives no indication of what to expect and that’s what I like.

@packagingunboxd 2 года назад

Great point. The execution could be better though. There is a level of expectation with luxury products that this doesn't meet. Feels too crafty.

@yinbangji2701 2 года назад

👍👍

@shanndonya6972 3 месяца назад

You have no idea how many videos I went through looking for this deep of an explanation behind the experience of packaging/unboxing. Thank you for this!

@packagingunboxd 3 месяца назад

Love this. For anyone building a business, selling a product, or competing on shelf, packaging can make or break your business. Glad it helped

@ErikaCheree 9 месяцев назад

This was excellent! Especially for a luxury (small) business owner

@packagingunboxd 9 месяцев назад

Glad you liked it!

@lyshak Год назад

I feel like this big box is oversized for what came in it. All the extra packaging seems more wasteful than luxury.

@asih2525 Год назад

Thank you. You explain the importants.

@isabellaandrews1942 2 года назад

Loved this video and the way you describe the experience yess! You gained a new subscriber!

@packagingunboxd 2 года назад

Yay! Thank you!

@hellbend23 7 месяцев назад

I love the level of detail and consideration for the reciever. Excellent video

@Annie4Feed 2 года назад

keep it going amazing details !

@user-de8hj9xs7q 2 года назад

Great thinking! I learned a lot! Hope to keep updating!

@packagingunboxd 2 года назад

More to come! I post a packaging class every Friday, come back and check it out.

@marlynmontoya 2 года назад

Great insights! I would have loved to see the magnetic flap removed to get that instant "wow factor" from the laser cut texture upon opening the RSC box.

@packagingunboxd 2 года назад

100%

@yinbangji2701 2 года назад

👍👍

@monarnyc 2 года назад

Thanks so much for the in depth explanation

@packagingunboxd 2 года назад

Glad it was helpful!

@syncey6395 10 месяцев назад

Great video! Thanks

@packagingunboxd 10 месяцев назад

Glad you liked it!

@regaI 2 года назад

This helps, thank you sir! 🤩

@packagingunboxd 2 года назад

Happy to help!

@raescott9975 4 месяца назад

I feel that large of a box for that small of an item is overkill. It would be much more impressive and cost effective to design a smaller box with the luxury details that reduces the need for all that tissue and would be more appreciative for eco-centered shoppers as well.

@packagingunboxd 4 месяца назад

That's honestly the corner luxury has painted itself into and now slowing working these category cues back so they can deliver smaller more eco-friendly packs is the road many are on. Also brands need to consider the sizes of the products from small fragrance and jewelry to small leather goods and purses, having the right approach to sizing packaging is a first step to sustainability. Thanks for watching!

@user-tm2su4tl2m 11 месяцев назад

Perfect

@packagingunboxd 2 месяца назад

Great

@packagingscientist9530 2 года назад

How do metal tabs and magnets impact recyclability of boxes?

@packagingunboxd 2 года назад

Magnets can be separated as any other material in the recycling stream. From the MRFs I've spoken to magnets are a pain to the staff just like flexible films are. Do magnets make something uncollectible? no. Can it be separated? Yes Do MRFs want them in their stream? No. It's best to replace magnets with simpler solutions like paper locking tabs that can be recycled along with the rest of the pack. Magnets specifically are not the most eco-friendly material especially when talking about rare-earth magnets.