Lux – Plush Fragrance Mousse

Agency: Why? Brand Design
Project Type: Produced, Commercial Work
Client: LUX
Packaging Content: Self foaming body wash
Location: Singapore

The Challenge:
The LUX Global Team presented WHY Brand Design with a mission: create an inspiring new 3D and 2D pack design for their ‘Plush Shower Fragrance Mousse’, a self foaming body wash. Our brief was clear, we needed to communicate 3 key messages; femininity, premium quality, and indulgent luxury.

The Solution:
We knew that the Lux perfumed self-foaming body wash, would be a treat for women making them feels luxuriously soft and pampered and we had to ensure that the packaging gave the same feeling.

We designed the shape of the bottle to give a bold, impactful yet elegant look. The sleek black design oozes sophistication and the visually striking label immediately signifies exclusivity and luxury.

We choose the Peony flower pattern because of its deeply lobed petals and large fragrant, flowers. With their lush foliage and full rounded bloom, peonies embody romance and sophistication. It cues the floral explosion releasing a profusion of blossoming flower scents and beauty – and the pleasure that comes with it. This helps create a true feminine experience which lasts not only during the shower but long after.

For this range Lux partnered with world-class perfumers, Violet Ghaemi, Stefangus Agung Nugroho, Francois Raphael Balestra and Odlle Bongi, who customized five unique luxurious scents, one for each of the five variants using the finest ingredients.

The Final Product
We at WHY Brand Design believe we have created an elegant, sophisticated and feminine design in the ‘Plush Shower Fragrance Mousse’ that will perfectly compliment Lux‘s brand positioning of fine fragrance; developed a pack design that will appeal to existing and new consumers looking for a lavish experience; and successfully differentiated from the core range by creating a premium look and successfully differentiated across variants.