Designed by jones knowles ritchie, United Kingdom.

The scent that’s got the beauty pages talking…

Iris Prima, the new scent from British fragrance house Penhaligon’s, hasn’t officially launched yet, but already it’s a feature in top beauty publications. With packaging design by jkr, the fragrance captures the scent and emotion associated with the ballet.

In a unique partnership with English National Ballet, Penhaligon’s set about capturing the very essence of ballet. Granted exclusive access to English National Ballet dancers Nathan Young and Lauretta Summerscales, as well as rehearsals and hushed glimpses from theatre wings, the scent captures every aspect of this remarkable artistic world in the iconic Penhaligon’s bottle.

‘This was a very rich and vivid world to seek inspiration from’ said Daniela Nunzi-Mihranian, creative director at jkr. ‘From the costumes, to the sets on stage, the theatre make-up and the elegant rehearsal rooms, there were many aspects to consider.’ The design is based on the ballet shoe itself; a pivotal tool in any ballet dancer’s world. The nude paper stock with soft touch feel gives a clean canvas for the suede label, which is elegantly printed and heavily embossed with blood red and charcoal tones.

‘The suede label was a challenging part of the design. We wanted to ensure it felt like the worn sole of a ballet shoe, whilst retaining elegance and sophistication associated with the Penhaligon’s brand. The red bow adds the classic Penhaligon’s finishing touch and was inspired by the lace on a ballet shoe’ continued Nunzi-Mihranian.

The result is an understated creation that captures the calm of a ballet performance, with the grit and drama of life behind the scenes. ‘The powdery tones hark back to theatre make-up, the hints of red speak of blood stains from hard work and hints of charcoal grey bring to mind the torturous and competitive aspects of the ballet world’ added Nunzi-Mihranian.

Effortlessly elegant and faintly melancholy, Iris Prima offers a fascinating glimpse into the secluded yet magical world of the ballet. Launching in September 2013, the fragrance will be available in 50ml and 100ml.

via Packaging of the World – Creative Package Design Gallery