Agency: Paul Cartwright Branding
Illustrator: Carmen Ziervogel
Project Type: Produced, Commercial Work
Client: Wild Celia Botanical Fragrances
Location: Ramsgate, Kent, England
Packaging Contents: Candle, reed diffuser
Packaging Substrate / Materials: Folding box board
Printing Process: Digital printing, foil stamping, varnish
The new range, initially launching as fragrant candles and scented reed diffusers, were to feature more unusual fragrances inspired by the botanicals of South Africa, the client’s home country.
With a brief to create an identity that would express these scents to their absolute best, and with visual influences from grand-master painters and William Morris, the carton packaging graphics have been designed to feature illustrations of elaborate groups of the native flowers themselves (created by South African illustrator Carmen Ziervogel).
A rich, dark brown background colour provides the perfect backdrop to the floral illustrations, The cartons themselves are embossed with a canvas pattern and feature other artistic dents, scrapes and scratches tie-ing-in with the painterly illustration style. These fabulous colourful images wrap around the sides and top of the diffuser and candle cartons for maximum effect.
The candle glasses and diffuser vessels themselves are also tinted to match the dark brown background colour.
With such eye-catching and diversely coloured imagery, the ‘Wild Celia’ logo is modern and deliberately bold and sits with its handwritten ‘Botanical Fragrances’ strap-line on a white tab in the top left corner of all of the product cartons. This ‘tab’ has a small perforated edge detail, giving it a handmade, botanical/greenhouse label feel.
Working with the client and illustrator, the six illustrations have been carefully arranged and considered to ensure that each fragrance image would work on the different proportions of candle and diffuser product cartons.
The format of the images is such that they work horizontally around the boxes as well as featuring vertical elements that run up one side of the taller cartons.
Illustration and not photographic imagery of the fragrances. Unusual rich, dark brown coloured background with striking illustration.