His concept was a sleek and sophisticated container that would provide a luxury look and feel for his $60 product, while offering functional benefits. Among them, a double-locking lid to keep product from leaking, a shape that would aid access to the last bit of product, and a rubber base that would prevent container slippage on wet surfaces.
“It took an incredible four-year cross-collaborative effort between myself, designers, custom tooling specialists, engineers, and the factory to bring my packaging ideas into reality,” he says. “I think I drove everyone crazy with how perfect I needed to get everything, even the sound of the lid clicking closed.”
To design this custom container, Kidd worked with Berlin Packaging’s Studio One Eleven. The end result is a rectangular black matte box made of polypropylene, with an integrated, locking lid, aluminum accents, screen-printed decoration, and a rubber gasket on the base. The container, supplied by Berlin Global Packaging Group, holds 85 g of product and was designed primarily for travel and for portability in gym bags and briefcases. The small size complies with airline regulations for carry-on products, while the double-lock latch keeps product from leaking in transit.
Many of the structural elements of the container were inspired by premium luxury brands, Kidd explains. For example, the “universally beautiful” design of Aston Martin’s One-77 coupe, based around the golden ratio, or Fibonacci sequence, drove the dimensions of the package. The main angle in the jar was inspired by the air vent in the side door of the Lamborghini Aventador luxury vehicle, the matte black finish by the Audi R8 coupe, and the simplicity of the design and the use of aluminum by Apple products.
