Aloof Design's goal while developing Heal's candle packaging was to use a small budget to produce the aesthetic impression of a luxury gift item. This equation required the use of minimal material, ink and complexity in the assembly of the box, but it did leave room for some clever and resourceful tricks.
The base of the carton was produced in a thinner card material that's folded with three creases along each corner. It pleats perfectly to fit into the thicker cardboard of the cubic lid, but when this is removed, the lower portion spreads open to reveal the delicate details that you would not expect in something like Heal's candle packaging. It communicates a thoughtfulness that rises above the basic materiality.
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Research: 23,747 clicks in 112 w
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Concept: Heal's Candle Packaging
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Segment: Females, 18-55+
Comparison Set: 28 similar articles, including: uncrumpling eco containers, takeout treat branding, and crumpled clothing cartons.
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