Nitin Virkar
Chief creative officer, Therefore Design

The pack structure is unique and stands out on the website. However, it really lacks the perception of luxury. The curved part of the key line drawing that one hopes would create a soft curved form contrast with the sharp edges of the product within.

The structure gives way to awkward fold lines once stacked / packed in a secondary carton for e-com delivery. The packaging with three layers seems excessive and could be optimised. The pack graphics create an interesting contrast to leverage the intended form.

However, a repetition of the messaging, awkward placement of the brand identity and use of multiple fonts work against building a luxury perception.

Creating a space for understanding consumer behaviour with respect to the product category may provide several possibilities to improve and build upon the quality of the product within the packaging.

Deepa Naik
General manager, packaging innovation, India and AMEA, Hersheys Deepa Naik

Dor Arabian Outh in unique paper-based carton with handle which offers unique and functional design that enhances both practicality and consumer appeal making it perfect fit for personal usage or gifting.

The carton provides ample space for branding including product description, logos and graphics. The die-cut handle has enhanced the consumer’s unboxing experience and reinforced the brand’s premium positioning.

The pack focuses on minimalist design, simple typography. Soft shades of browns and blues evoke a sense of luxury and refinement. Adding the texture of gold stamping to the brand name creates a tactile experience giving the packaging a luxury look.

There is a multilayered unboxing experience where the soap is wrapped in tissue wrap with a quote that shows utmost care has been taken to showcase and communicate the high quality of the product inside.