I love seeing design come to life through print and have really enjoyed working on all Angel's Face packaging projects. I've had the privilege to design, cost and proof each packaging element to ensure we stay within budget and on brand.
Initially, Angel's Face had only one form of packaging- a cylinder shaped hat box where it's core product, the tutu skirt, would be packed in. All other products would simply come in see-through plastic bags and be delivered in standard cardboard boxes or mailing bags. We had the goal to establish Angel's Face as a premium brand and set it apart from competitors. Having evaluated Angel's Face position in the market, we felt that packaging was the area which was letting the brand down in particular. Angel's Face products are expensive, and of an excellent quality, but the branding and packaging did not reflect this.
To address the issue, a decision was made to do a complete overhaul of the brand's packaging. You can see a breakdown of the project below...
First and foremost, we wanted to replace the existing plain packaging by introducing branded mailing bags and boxes for all retail orders. Technically, this proved rather challenging because Angel's Face has a wide range of products which come in different shapes and sizes. To accommodate this, we ended up making the mailing bags in 2 sizes, and the cardboard boxes in 4 sizes. Once the designs were agreed on, I spoke to various suppliers re lead times and costs. At this point, I understood that some of our requirements, although aesthetically pleasing, were either not cost-effective or not feasible. For example, gold foiling was not possible on the mailing bags and a printed caption inside the box would require a second printing plate which would double costs. As a result, our designs had to be adapted.
I then selected which printer to move forward with, overseeing the project from start to finish. Below you can see the mock-ups and some finalised templates.
Additionally, we introduced branded tissue paper and stickers to complement the new postal assets. The tissue paper is white and covered in the Angel's Face charm pattern. Garments are to be neatly wrapped in the tissue paper which is to be held together with a sticker. We designed 6 stickers, each with a different colour and lovely quote...
Once the mailing assets were finalised, we moved on to product packaging. This included various sized shoe boxes, rebranding the tutu hat box, garment bags, carrier bags, and carding for hair accessories as well as socks. We stayed consistent with the colours, fonts and gold foil logo to stay on brand. After the artwork was approved, I supplied it directly to our factories for them to put into production.
As an additional service, we introduced Angel's Face gift wrapping which customers could add to their orders. Since this is a paid add-on, we wanted to create something that makes the recipient feel "wow" upon receiving their Angel's Face gift. The magnet-sealed gift boxes come in 2 sizes and are wrapped with a beautiful Angel's Face satin ribbon and charm.
