PZ Cussons approached Equator to design their Christmas 2022 range of giftable wellbeing products. We were asked to create one new core design across 20 gifts, including component and box concepts.

The design brief outlined four key category drivers: natural ingredients, indulgence, finding moments for self-care, and creating a spa mood at home.

Having recently redesigned their packaging to use a slanted ‘fin device’, PZ Cussons were keen to incorporate this, whether as a printed design or as a physical, structural element to the packaging. Their main concern, however, was how to convey the premium nature of the range in a sustainable way, incorporating natural elements and considering the reusability of product packaging. There was to be no use of single-use plastics or acetate windows and a top limit of 5% foil was imposed.

We began with a thorough market audit, examining gifting trends and competitor brands to inform the design. To elevate the range without the use of gold foil, which has traditionally been a significant part of the Sanctuary brand, we paid close attention to creating texture by using more natural effects along with high-quality imagery and metallic inks, while using foiling to excellent effect on the logo, within the 5% range set.

Our in-house illustrator created beautiful, bespoke floral illustrations that completely enhanced the premium giftable feel of the range. As orange is a big part of how people recognise Sanctuary on shelf, we incorporated this into the floral illustration, set against a deep green panel.
Our team worked with PZ Cussons to deliver everything from strategy to shelf – from the very high-level conceptual work to consumer testing, and refining, developing, and executing all the artwork elements. Our internal print experts were also able to work with their supplier on the structural side of the project, advising on everything from finishes and colours, to how to bring it to life and set up the files in the best possible way.

By working hand-in-hand with PZ Cussons throughout the entire lifecycle of the project, we were able to develop a unique, distinguished, and consistent design solution that fulfilled all of their objectives. Not only was it easy to navigate and recognise on shelf, but it also created an impactful, reusable packaging with minimal foiling, meeting the client’s target for foil reduction and thereby fulfilling their goal of improving their eco-credentials.