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Premium skincare carton conveys elegance

The combination of a graphic design that expresses both heritage and youthfulness, along with masterfully executed carton printing results in a sophisticated, elegant package for premium skincare.

Samples of June Jacobs products.
Samples of June Jacobs products.

Design inspiration can come from the most unexpected places. When June Jacobs, founder of high-end skin care company June Jacobs Spa Collection, and her design team pulled out some of her old family photo albums for inspiration for new package graphics, it was the intricate pattern on the front of one of the antique albums that captured their attention, rather than the photos themselves. Interwoven with fruits, berries, and leaves, the pattern resonated so strongly with the brand’s heritage, it became the model for a delicate filigree design used on all of the company’s packaging.

A 30-year spa and beauty industry veteran, June Jacobs introduced the June Jacobs Spa Collection in 2003 as a botanically based alternative to the luxury skin care products available at the time. To formulate her products, June Jacobs drew from the rituals she had witnessed growing up of the women in her family using antioxidant-rich ingredients for healing and beauty remedies.

Products in the June Jacobs Spa Collection are now sold in more than 40 countries in resorts and spas, online, and at select specialty retailers. In 2013, the company launched an in-room hotel amenities program with Hyatt Corp. The following year, to help consumers who had tried the collection at spas and hotels more easily shop their products at retail, June Jacobs decided to expand its distribution as well as redesign its packaging.

While graphic design was key for the new package, finding a partner to manufacture a carton with the same high quality as its original packaging as well as meticulously execute the graphic design was equally as important. June Jacobs found a partner to achieve its vision with packaging solutions provider JohnsByrne.

Design vision is ‘a tall order’
The June Jacobs Spa Collection includes 12 product families, each formulated to provide specific benefits. Products include cleansers, scrubs, toners, moisturizers, and serums, among others. Every product contains a 20-year, U.S.-patented antioxidant blend of white, red, and green tea extracts combined with goji berry, pomegranate, and grape seed extracts to combat the visible signs of aging. A high-end brand, June Jacobs Spa Collection products are priced anywhere from $10 up to $140.

The June Jacobs amenities program includes a range of shampoos, conditioners, lotions, soaps, and mouthwash. “Our in-room hotel amenities are in over 30,000 rooms and are reaching millions of consumers each year,” says Managing Director Rochelle Jacobs.

The problem in 2014, however, was that these hotel-guests-turned-fans could not easily find June Jacobs products, prompting the company to expand distribution. “In order to make the June Jacobs Spa Collection a success at retail globally, we took the next step and updated our packaging,” Rochelle Jacobs explains.

The redesign was a collaboration with brand strategist Brand Growth Management and design firm PowerShovel. Says Rochelle Jacobs, the design brief was a tall order: “It had to be aligned with our mission and vision, accentuate our heritage, and have an original design that was colorful, elegant, and youthful, all while reaffirming our brand as a pioneer in the skin care industry.”

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