Colour: An Opportunity for Disruption
VASHI is an ethical, fine-jewellery service that worked with Vincent Villeger to redesign their retail packaging suite. Nirvana creative production house were asked to bring these designs to life and produce all of the items for the launch of the Vashi concession in Selfridges. The paper is Extract from G . F Smith, made by James Cropper with CupCycling™ coffee cups.
All elements were produced in the iconic orange and black branded colours, to ensure consistency of the colour across papers, suedes and cards. Two suede wrapped jewellery boxes were produced for their rings and pendants. Both boxes were wrapped in an orange suede and lined with a majelite charcoal suede inside and clear gloss foil embossed logo was applied to the outside.
Each of these jewellery boxes were housed in an embossed paper over board drawer box with an insert which fits perfectly around the jewellery box to ensure no movement in transit. A ribbon pull was fitted to the drawer for ease of opening.
“I truly believe that something you make yourself has a much stronger sentimental power, I get so excited seeing what each of our customers dreams up.”Vashi Dominguez
Traditionally, colour choices have been driven by a brand’s need to be visible and memorable, whilst conforming to the established codes of its category.
However, emerging brands are increasingly seeing colour as an opportunity for disruption, opting instead to go against the established convention for their territory. Adopting a colour which would not typically be used by competitors is a simple, cost-effective way to express a brand’s individuality.
Materials such as dyed-through paper, which demand a greater level of commitment, continue to support the establishment and expression of core luxury values for brand packaging.
Packaging isn’t just for protecting the product. Packaging is for telling the brand story. Providing shelf stand-out. Delivering an experience designed to surprise and delight the consumer. Packaging is a communication channel, a marketing tool.
"Colour plays a major role in supporting all of these functions. A specific shade, rooted in a brand’s heritage or values, will become a powerful contributor to the recognition and to the expression of this brand. Colour is a shortcut to what the brand stands for, and what it believes in. A shortcut to the brand’s roots and to its history - no matter how long or short that may be.
For Vashi, I chose bright orange materials to illustrate the jeweller’s disruptive approach within a relatively conservative market. Colour, together with texture and structure, is a key component of my work as a packaging designer. And perhaps one of the reasons I rarely feel the need to apply complex graphics to my work."
Vincent Villeger, Luxury Creative Consultant.
The paper is Extract from G . F Smith, made by James Cropper with CupCycling™ coffee cups.