Penhaligon's Musical Christmas Boxes 2013 design


Executive summary

'A captivating design that goes far beyond the role of simply packaging the product. An enchanting piece of brand theatre in its own right, which will be kept and treasured for years to come.'

Winner Design Weak Awards 2014

Christmas is the key period for luxury brands, accounting for almost 40% of annual sales.

With limited budget for marketing, Penhaligon's decided that they needed to be bold if they were to grow their sales in a fiat market. To this end, they made the decision to invest in design alone to achieve their ambitions of sales growth.

Beautiful tin birdcages captured the imagination of shoppers achieving 23% sales growth, a reduction in manufacturing costs and a step change in profitability.

23% Overall sales increase

5% Cost reduction

Project overview