Display Pack

Grand Rapids, MI
www.displaypack.com

Display Pack's main goal for the packages was to "Diva-fy" them to the max, taking cues from modern, sophisticated women. The final look brings this group of products into a unified brand that today's women can recognize quickly, identify with, and count on for ultimate skin and nail care.

In conducting studies on shapes for the package redesign, the Display Pack team served different emotions that shapes conjured up. What they discovered was a shape combination that not only reflected two D's for Dashing Diva but also a Greek goddess or empress dress shape.

"Without looking too trendy or'tween-y,' the Dashing Diva is a reflection of a woman who knows what she wants and how to have fun doing it, " says Kristie Vos, packaging design manager at Display Pack. Once the goddess shape was established, the team began to fashion her dress with graphic elements. From Marilyn Monroe in her unforgettable scene with the white dress over the street grate, to Sarah Jessica Parker's sweetheart neckline at the recent Sex and the City premiere, and to her Carrie Bradshaw character's gigantic flower pin, the Display Pack team drew inspiration to "dress" their diva to the nines.

The Display Pack team decided that magenta was too much a part of Dashing Diva's identity to dismiss, but adding more color highlights the salon's fun décor brings more distinction to the different product lines. The salon takes extra care in its hygiene and sanitation, so Display Pack also kept white in the designs to reflect that.

The Hand Veneer seemed a natural fit for a bright, springy green, as it has medicinal qualities and represents vitality and new life. A fiery orange was chosen for the Body Massage Oil, which immediately evokes feelings of warmth, touch, and sensuality. The Tailor Fit Nails were assigned deep purple—the color of royalty and drama. The use of only magenta without a secondary color on the Corrective Basecoat was intentional, as this is not a nail color but a purely reparative nail treatment. Brushed metal and silver accessorize the packages and add a little bling to increase the perceived value of these high-end products.

The bottles have shapes that are easy to grip, and both the lotion and the pump are designed for one-handed use. The top of the massage oil pump has a soft feel bubble to add to the playfulness of the product. The nail repair bottle has a quick twist function, enabling opening with fewer turns than a conventional bottle. The well of the bottle is shaped like a "v" to allow the polish to funnel to one place and assure no polish is left behind. A chain resembling a pearl necklace holds a tag with a thermoformed nail sealed between the tag layers, so clients can visualize the hue against their skin tone.

To fit in with Display Pack's sustainability objectives, the team developed a sturdier nails package that could be reusable as a travel case. Nails are organized in three custom-fit, biodegradable plastic thermoformed trays, stackable for easy access and quick locating.

Each product name reflects important steps in a young woman's special relationships. Fix Me Up is the reparative treatment her nails need to look their best. Meet Your Match gives her assurance that she is finding virtual nails that fit her hands. Take My Hand promises the security of soft, smooth, and healthy-looking skin. And finally, Massage in a Bottle reveals the secrets of sensual touch and restorative relaxation. Product users will be thrilled to relive their Dashing Diva salon experience in their own home, and the bonus is that the bottles will look great displayed on any countertop.