Derrick Lin


Designed by We Are Pure, United Kingdom.


Derbyshire’s Chatsworth House has launched two new gift ranges with the help of We are Pure, the Nottingham packaging design consultancy.

The team at We Are Pure worked with the stately home, residence of the Duke and Duchess of Devonshire, to produce packaging designs for the two new ranges – one aimed at gardeners and the other at the home interiors market.

The gardener’s gift collection features a selection of cosmetics, including nourishing hand cream and a hand and nail scrub, while the interiors range includes items such as a neroli and white jasmine scented candle, room fragrance and luxury scented drawer liners. Both lines are being introduced to Chatsworth’s on-site gift shops.

We Are Pure spent almost five months on the brief, using Chatsworth’s grounds and interiors to inspire the final concepts.

The final designs for the gardener’s range, delve into the history of the gardens, with each of the aluminium containers featuring a description of one of the estates famous views or background information on one of the key horticultural features.

Designs for the completed interiors collection are based on key items of furniture in the house and include patterns from some of the wallpaper used in the rooms. The multi-side images on each of the cardboard packs results in a mirrored effect when positioned next to another box, creating an image of a complete piece of furniture when the packs are merchandised together on the shelf.

Commenting on the project, David Rogers, owner and creative partner of We Are Pure, said:

“For us, it was about creating a design that meant visitors could take home a little piece of Chatsworth House. Lots of own brand offerings have very basic packaging design and consist of little more than a logo, but we wanted this concept to have real impact.

“People visit Chatsworth to learn about the history and heritage, which is why we decided to include it in the packaging design and produce something bold, yet quintessentially English.

“By taking this approach, it makes it more significant than the average impulse or gift purchase and inspires the consumer to return to Chatsworth time and again to discover what else it has to offer.”