Penhaligon's
2021 | Perfume Packaging Design
Brand
Penhaligon's
Source
School Project
Team
Independent
Task
Packaging, Label Design
Background
Penhaligon’s is known for its rich heritage and elegant fragrance collections. Empressa, inspired by the luxurious goods traded by historic merchants, carries notes of blood orange, peach, vanilla, and patchouli—exuding opulence and warmth. While the original packaging is refined, it lacks a distinctive visual narrative. This redesign seeks to revive early artistic traditions, elevating the unboxing experience to match the perfume’s luxurious essence.
Insight
Consumers of luxury perfumes are drawn to storytelling and artistic expression in packaging. By incorporating Mucha’s signature organic, flowing lines and intricate botanical elements—reflecting both the natural origins of the perfume’s ingredients and its rich composition—the design appeals to those who appreciate historical artistry and modern sophistication. This artistic approach enhances the perfume’s premium perception and fosters a deeper emotional connection with the audience.
Idea
This redesign draws inspiration from the Art Nouveau movement, specifically the works of Alfons Maria Mucha, to highlight Empressa’s regal and floral qualities. The illustration features a graceful woman adorned with flowers representing the perfume’s top, middle, and base notes, creating a harmonious visual experience. The result is packaging that feels luxurious, artistic, and deeply connected to the perfume’s story. In this way, it can also resonate with the brand's advertising and marketing strategy - storytelling of perfumes.
