/ Canada
/ Canada
Shabby Chic is Rachel Ashwell's vintage, faded-floral lifestyle brand. For Hunter Amenities we designed a premium bath, body and home fragrance line under that name: the concepts, the illustrations, a colour world for each of the four scents the client named, and packaging finished in gold and silver foil, from hand-cream tubes to gift boxes.
Where it started
The work started from the products themselves: the pumps, bottles, tubes, bars and tins the line would be printed on. Every one of them, from a hand cream to a candle, had to feel like part of the same gift.
Concept rounds
The first concept wrapped kraft canisters and silver tubes in bands of vintage floral, a different illustration for every scent. The second, shown on a Waterlily & Wild Fig hand therapy, painted a single flower in soft watercolour over a pale ground.
The range
The chosen direction gives each scent its own floral and its own ground, held together by one ornate framed label and the Shabby Chic crest. Put the four side by side and they read as a family; pick one up and it reads as a single gift.
The colours
The client named the four scents; we gave each one its colours. Every scent has a lead colour for its florals and ribbon, a soft second for its ground, and a light third that keeps the whole range airy. Side by side on a shelf, a shopper can find their scent by colour before they read the label.
Print & finish
The difference between a nice box and a premium one is in the print. Every crest, engraved frame and scent name is finished in gold or silver foil, so it catches the light the way ink can't and lifts off the paper when the box turns in a hand. Shoppers feel the quality before they read a word.
Foil sits beside soft, matte florals, so the metal reads as a detail, never as shine for its own sake. Every line of copy is set in English and French, and the gift boxes open on ribbon pull tabs, so the first touch already feels like unwrapping.
Gold foilSilver foilMatte florals
Launching a range?
Packaging, labels and print that make a product feel like a gift. Tell us what you are putting on the shelf.