The PHLUR packaging was designed to meet a number of requirements: it should be modern, functional, ecologically sustainable and inviting. The experience includes two sets of packaging: the fine fragrance 2mL Sample Set and the 50mL fine fragrance bottle.
Each design decision was thoughtful, balanced and deliberate. For example, we chose to make our bottle opaque not only because it is beautiful, but it also protects the integrity of the fragrance and allows us to use 20% recycled flint glass. Our secondary packaging uses silver foil and luxe paper, but it is all crafted using FSC certified paper goods. Our recycled tertiary mailer uses high grade non-GMO based cornstarch padding, which is compostable and biodegradable.
When considering the form of the primary bottle, we decided to strip away all the unnecessary flourish and construct the bottle design using minimal building blocks of geometry — the square and the circle. Since PHLUR is a web-based brand, it was especially important that we designed a physical product that feels great in your hands. I opted for subtle and matte textures to create a bottle that feels both substantial yet delicate and has a lovely feeling when you run your fingers across the surface. I spent a lot of time considering the cap — I wanted the weight and balance to feel just right and be something you love to hold. The cap is magnetic, which is delightfully functional. Ultimately, it was important to design a beautiful object you’d be happy to have in your home.
Creative direction: Liz DeMartino
Design (bottle, sample): Blackrose NYC