New packaging for David Jones Beauty

As part of our work with the Australian department store chain David Jones, we redesigned the packaging for David Jones Beauty’s skincare collection, transforming the range to reflect the brand’s positioning and the premium ingredients used inside the products.

After researching David Jones’ target audience as well as emerging trends in the beauty sector, we created the ‘Beauty with personality’ concept for David Jones Beauty. At the time, newer beauty brands were beginning to disregard aspirational yet distant positioning and communications in favour of speaking to customers as friends. Our concept takes inspiration from this and focuses on engaging and connecting with customers. At the centre of the new strategy is a celebration of individuality and accessibility, helping people to be their best self.

Creative principles were set out to define key features of the vision. The skincare offer needed to have an ‘Honest Simplicity’. As the products would be part of customers’ everyday routine, David Jones had to be seen as a reassuring and transparent partner. It had to be ‘Fashionable & Playful’ to appeal to fashion-forward customers yet have a ‘Timeless Quality’ to reflect David Jones’ heritage. Finally, it was important that the offer would be ‘Conversational & Approachable’ to align with the inclusive positioning.

The design route taken for the packaging was based on alchemy. An aesthetic based on the periodic table helps define the skincare ranges - each has its own identity that is named and appears like an element. Different patterns and colours connected to the lines and ingredients used also distinguish each range. A ‘Made in Australia’ mark highlights David Jones’ use of local ingredients in its products.

A conversational tone of voice was created in order to talk to customers in an approachable manner, explaining the products and David Jones’ beauty positioning in a way that’s simple to understand. A mix of fonts is used for a contemporary look.