In launching his line of luxury men's hair styling products selling for $60 and up, Patrick
Kidd knew that he would be relying almost exclusively on packaging to
convince first-time buyers to pull out their wallets. To that end, he worked
with Berlin Packaging's Studio One Eleven to create what he calls a "beautiful
little object" that bears no resemblance to the category's ubiquitous circular
jars and tubes.
The final design – inspired in part by personal electronics and
automotive styling – looks,
feels and even sounds like a durable goods product with an aesthetic
that would be at home on the sink of a bathroom in Architectural Digest. Unique features range from a rectilinear form
factor and aluminum plate appointments that also serve as the label substrate, to
an ingeniously engineered opening and closing mechanism utilizing a hinged
closure with a double-lock system that ensures the package will not open in
storage or transit.
The Studio-designed minimalist Patricks brandmark debossed on the
cover, the sophisticated visual identity system with its abbreviated product
descriptors, the elegant but practical matte finish, and the no-slip rubber
gasket integrated into the base reinforce the differentiation from other
products in the category as well as the luxury
The heft of the package in the hand, the audible engagement of the
latch, and the gentle sound of the package when the rubber grip on the bottom
makes contact with a hard surface similarly raise the design bar to a new level by addressing not just
how a package looks and functions but also how it feels and sounds.
Within just two months of launch, this obsessive attention to details
helped the brand earn coverage in GQ magazine, placement in the carefully
curated ranks of luxury goods retailer Mr. Porter, and at least one reviewer's
praise describing it as one of 'the
finest grooming products known to man.' Since then, Patricks has gained
distribution ranging from Neiman
Marcus USA and Sephora Australia to Joyce and Lane Crawford Hong Kong/China.
Berlin Packaging Studio One Eleven
After several years of intense research and development on his luxury men's grooming
products, including development of a hair loss prevention compound that is
included in each SKU, Patrick Kidd turned to Berlin Packaging's Studio One
Eleven to develop a package that would convey the luxury image critical to the
line's success. The structural package design and visual branding needed to visually match Patricks' premium
positioning and $60+ price point, leading shoppers to subconsciously
measure the quality of the product by association with the quality of the package.
The final package's elegant
rectangular form factor, aluminum appointments and minimalist branding
instantly create an upscale impression, set the brand apart from the circular
jars and tubes typical of the hair care category, and elevate Patricks to the
pinnacle of luxury in men's grooming.
The rectilinear form factor itself is unique, suggesting an expensive durable goods product. It also makes
Patricks products easy to pack for travel to the office, gym or around the
world. The double-lock latching mechanism ensures that the package will not
open in transit, while the size complies with carry-on and hand luggage
regulations for all commercial and private airlines.
The use of aluminum details
– again unique in the personal care market –
reinforces the first-class image.
The front edge and base of the injection-molded polypropylene package
are fused with thick plate aluminum that provides strength, durability and a
machine aesthetic that is a striking visual separation from the rest of the
category. The labels are silk-screened directly onto both aluminum surfaces, eliminating
the need for paper labels that would cheapen the products.
A thin rubber gasket seamlessly integrates into the fully decorated
aluminum base, preventing slippage on wet surfaces, protecting bathroom
surfaces, and creating an audible resonance when the package is set down – just
one example of the attention paid to the consumer's sensory interactions with the package. Others range from the audible engagement of the
styling products' jar latch to the heft of the cleansing products' machined aluminum
fitments, again contributing to the upmarket image.
For the design of the solid
products, the Studio team went back to basic visual harmony principles,
employing the golden ratio that has informed works from Pythagoras to Le
Corbusier. The resulting dimensions are described on the side of the package to
memorialize this deliberate proportioning decision. The front edge functions as
the closure latch, swinging forward to free the lid and reveal a well
containing the product.
For the liquid packaging
system, which will be released in a few months, the Studio engineered a
closure that can be locked for travel, will not drip when left in the open
position, and will not change in appearance during use. The final patented
closure design incorporates an internal sealing plug propelled up and down
within the closure by a helical cam, a silicon valve at the end of the fluid
path to prevent drips, and solid aluminum plates to infill the inverted
bottle's push and add heft to the closure.
From a visual
branding perspective, Studio One Eleven's visual branding practice group
began the project with an audit of the men's grooming, fragrance, automotive
and personal electronics categories, as well as interviews with salon owners
and target consumers. Based on the team's branding strategy recommendations,
they developed a positioning strategy and visual identity system including a
minimalist Patricks brandmark and a highly structured communication
The Studio's field research into men's shopping psychology indicated
that they place a high value on 'shopability' and appreciate brand
communication that facilitates a quick return to the product they trust. Studio
One Eleven's visual architecture elevates abbreviated product descriptors to
the top of the communication hierarchy and ties back to a 'Patricks Product Matrix'
that guides men to the SKU best suited to their hair and styling types.
Taken together, Patricks' truly original structural package design and
high-concept visual branding distinguish the brand from everything else in the
category, create a "beautiful little object" that appeals to Patricks'
uber-style-conscious target customers, and support Patricks' positioning as an
elite line of men's grooming products reserved for those willing to spend
whatever it takes to look their best.
This is a very interesting package from the point of view of graphics and the detailing of the package, especially with it's positioning that the designer is designing and the manufacturer is aiming at. It's very male and also takes care of a functional aspect.