Penhaligon’s is a boutique fragrance house with a rich heritage and international reach. Despite its strong credentials, however, Penhaligon’s Christmas boxes were failing to communicate the brand’s personality. In a sea of competition, they needed to get their gift sets noticed and communicate their aspirational style.
Jones Knowles Ritchie focused on a theme of anthropomorphic animals, rooted in Penhaligon’s Victorian culture. They translated into a fantastical world, expressing the whimsical nature of the brand and bringing its eccentric nature to life with elegant humour. Sumptuous patterns, materials and finishes communicate the decadent quality of the products inside, while the hat box structure and velvet handle are again typical of the Victorian era in which Penhaligon’s is immersed.
Despite like-for-like footfall falling 12% due to adverse weather conditions, Penhaligon’s like-for-like sales increased by 23% and overall sale volumes rose by 38%. The boxes were so popular that in July, customers were still asking for them, with many customers buying them both as gifts for others and themselves.
The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.
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