Chart topping singer/songwriter Billie Eilish might be as well known for her fierce stance on environmental causes as she is for her music and boundary-pushing fashion sense. Which is why when it came time to release her first self-branded fragrance, “Eilish,” it was vital that its packaging not only reflect her personal style but also be as eco-friendly as possible.
And as you can see, eco-friendly doesn’t mean skimping on one of the most effective tools for capturing attention: foil!
Designed by Jon Michael Design and produced by Diamond Packaging in association with fragrance maker Parlux, the packaging features the perfume’s name embossed on the front and top, as well as a sculptured emboss illustration inspired by the singer’s favorite areas of the body – the neck and collarbone – and echoes the design of the amber bronze bottle inside.
For an eye-catching look and impressive environmental credentials, the packaging consists of a Billerud CrownBoard Prestige paperboard as a basis, that was metallized with Hazen Envirofoil. (PaperSpecs PRO Members: Get the Swatchbook!)
FSC-certified Prestige is fully recyclable and boasts a very small carbon footprint, while the shimmering Envirofoil is produced with less than 1% of the aluminum foil found in traditional foil laminates. Not only is it FSC and SFI certified, but it is also as easily recycled as printed paper.
(PaperSpecs PRO members who checked out our recent video PRO Tip on the subject will already know just how sustainable foil actually is.)
The metallized sheet was then offset printed CMYK + UV Brown and UV Gold inks in-line with a Soft Touch coating, giving the whole box a unique tactile quality.
On the back, a UV Spot Gloss coating was added to a silhouette version of the front illustration to create a sharp contrast to the overall UV Matte finish of the packaging.
And to remain consistent with the project’s sustainability goals, the whole process used only clean, renewable wind energy, produced in a Zero Waste to Landfill and Carbon Neutral facility.
The beautiful, embossed illustration, combined with the shimmering Gold of the box, makes the entire package resemble a prestigious Oscar-like award. Perhaps it could be presented for the most fragrant use of sustainable materials in packaging 😉