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Shelf impact

Pw 4661 Yardley1
Yardley design embodies affordable luxury

Authentic luxury-brand soap Yardley of London has launched a line of pure-vegetable, boutique-inspired soaps and is marketing them in mass-merchandise stores. The 100 percent biodegradable and recyclable packaging is a mix of old and new-form and fancy.

Detailed botanical illustrations bring a classic English feel to each carton, but contemporary typography keeps the look fresh. Each panel features a wrapped band print reminiscent of pricier brands to add emphasis to the Yardley brand story.

Lornamead Brands worked with design firm Little Big Brands  to bring the package designs to life. Each package includes a surprise inside the carton. The illustration on the exterior repeats on the inside, and a message under the top flap encourages consumers to “Energize your soul” (Honeysuckle Citrus soap variety), “Bathe yourself in tranquility” (Almond Milk), or “Wash your cares away” (Lavender Wisteria).

“Now, more than ever, today’s customers are looking for healthy ingredients in their bath- and skin-care products, but do not want to sacrifice quality or aesthetics,” says Deidre Williams, skin care marketing director at Lornamead. “With Yardley, there is no compromise. You get a wonderfully luxurious product in a lush, beautiful package, and it’s truly affordable.”

Yardley’s new packaging creates disruption in the soap aisle by celebrating the beauty of nature, a departure from the more clinical-looking packaging of other soap brands. The result is packaging that fulfills Lornamead’s goal for the brand—product and packaging that work in harmony to awaken all of the senses.

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