Tell a captivating story for the festive season through an outstanding packaging design!
The festive season is a time where you treat others and often, treat yourself too. Why not giving your skin a treat then? All cosmetic brands are fighting for attention with limited edition festive packaging and products. How could one brand stands out and get noticed among all the reindeers, snowmen and snowflakes themed designs?
We think that the secret is to tell a story that will deeply connect with its audience, through a packaging… Picture young professionals in their late twenties to early thirties. Hard-working, always connected, ambitious and sophisticated yet fun-loving, well-travelled, full of dreams and yearning to build a good life and a better world. They are looking for real, authentic interaction with people and with brands they see as sharing their values. They are looking for great, authentic stories and unexpected, fresh designs.
SK-II is a brand that genuinely connects with young professionals to help them be at their best, by letting their inner positive force shine through, to captivate others. SK-II has developed SK-II Facial Treatment Essence, a highly effective cosmetic essence that helps revitalize your skin, making it look clearer, even-toned and more radiant.
SK-II needs your help to create an authentic story that will deeply appeal to these young professionals over the festive season. But here is the big challenge, no matter how good the story is: when browsing the aisles for cosmetic products, especially during the festive season, there is no one there to help. You are alone in front of a crowded display of packaging, boxes and bottles… Can you tell such story through an outstanding packaging design?
Create a story about how SK-II Facial Treatment Essence gives a young professional the captivating positive force he/she needs to radiate during the festive season, and illustrate it with an outstanding, unexpected, premium and original packaging design that will get noticed, and talked about.
You can choose to focus on SK-II Facial Treatment Essence for men or women. You can view both products here:
- SK-II Facial Treatment Essence for women (Click to access)
- SK-II Facial Treatment Essence for men (Click to access)
Tell us the story in no more than one page. You don't need great writing skills, we just want to understand what you think SK-II could say that would attract and connect with young professionals during the festive season. We are not necessarily interested in Christmas trees, reindeers or greetings as everyone else will be talking about that, but keep in mind the festive and celebratory spirit of that period. Use your story as an inspiration to redesign SK-II Facial Treatment Essence's packaging bottle and box.
We want the packaging design to stand out on the shelves and catch the eye among all the other brands out there fighting for attention. Do not change the bottle shape, but you may redesign what is printed on it. Keep the SK-II logo of course. Keep the outer packaging as a box but you may alter it as long as it can still be stacked on a shelf. The material for the box must be cardboard for manufacturing reasons, but apart from not changing the material, you are free to completely redesign how it looks, how the bottle sits in it and what is printed on it.
SK-II is a premium brand and your design should reflect that. The new packaging design you propose will be sold during the festive season, in November, December and January so make sure it stands out among all the other brands who will have similar promotions then.
The examples are only provided to illustrate our expectations. Please do not use them literally in your submission or it will be rejected.
First, think about these young professionals and try to imagine what appeals to them at a deeper level. Everyone is in a festive mood! Start with your story. You could write a story about the Universe… We are all connected. If you think positively you will send “waves” that will ripple and influence others. Imagine how SK-II Facial Treatment Essence could give a young woman confidence, affecting her mood and helping her radiate positive energy. As she glows she finds that she is drawing all kinds of good things to her life, almost like by magic. People see a different, more genuine side of her. She sees SK-II as positive way to connect with others at many levels and build good positive energy both for herself and for the people around her.
When you are done with your story, use it as an inspiration for your design. The bottle could reflect a subtle wave that connects different points in our lives, almost as if you were drawing lines between stars in a constellation. The starry design fits well with the festive season without falling into all the clichés. It is positive and empowering to match the mood of the festive season.
The box could continue on that wave and connection theme. The design could be done in a way that when you put several boxes side by side, the waves actually connect with each other to create a bigger picture. This will show that although we are individuals, we are all connected.
- #1 賞 4,000€
- #2 賞 2,000€
- #3 賞 2,000€
- #4 賞 1,000€
- #5 賞 1,000€
PDF presentation including a story in text, 1 bottle design & 1 box design.
Consumers sometimes consider SK-II as "cold” and “distant” from young people in their late 20s and early 30s. We are looking for a way to change this perception.
Your packaging design must be very innovative, fresh and original to stand-out among the hundreds of brands competing for attention during the festive season.
It is ok if your story is not well written; we just want to get the idea of what to say to our audience and understand the inspiration for your packaging design.
Creative quality for the packaging is essential as it could be used straightaway, with minor amendments for SK-II products across Asia during the festive season. So you could see your work on the shelves the next time you walk into a department store!
- Entries should be in English.
- Keep a high-resolution version of your packaging designs as you will need it if you are a winner.
- The bottle size is 215ml. You can download the products here.
- Font to be used for any words, copy on the bottle or the box: Capitolium (Please do not share this font further with anyone or use beyond this project).