Luxury Packaging Design Tear Down

Packaging design for luxury brands requires a tempo, a story, and a climax. Today we're breaking down how luxury brand Bulgari packages its luxury jewelry. We'll see what it does well, and what it does not so well.
The goal is that you learn from the mistakes and successes of other brands to improve your packaging design skills.
Evelio Mattos is a globally recognized packaging designer and educator sharing his insights and tips to help you becomes a better packaging designer.
Ready to learn packaging design?

[@packagingscientist9530]

Love how you explain the experience as a story. The white magnet box with no outer branding was an odd choice.

[@yinbangji2701]

👍👍

[@yousefales4665]

I am working on a jewelry brand and was looking for a video that gives me an idea on how to design a packaging. I LOVE how you describe the experience and how sound, sight smell and touch matter. Loved the explanation.. "Luxury, generic, luxury, generic"

[@packagingunboxd]

First, thank you! second, Jewelry packaging is intimate. When you give someone jewelry as a gift it is not a gift that you just pick up anywhere, it requires thought and many times a good deal of money. More than anything jewelry is given to a loved one. Packaging must create that connection and communicate that love in the opening, presentation, and even the closing. Tiffany & Co does it very well with the paper box that contains another box inside, that has an insert to present some jewelry, and a pouch that is soft, branded, and reusable. Reusable pouch can convey that the jewelry is valuable enough that you should take care of it and cherish it.Would love to see where you end up.

[@yinbangji2701]

Your video is very good. I am a Chinese manufacturer of printing paper packaging products, and I produce such products every day. Thank you for your sharing

[@ErikaCheree]

This was excellent! Especially for a luxury (small) business owner

[@packagingunboxd]

Glad you liked it!

[@shanndonya6972]

You have no idea how many videos I went through looking for this deep of an explanation behind the experience of packaging/unboxing. Thank you for this!

[@packagingunboxd]

Love this. For anyone building a business, selling a product, or competing on shelf, packaging can make or break your business. Glad it helped

[@CCLXII]

I understand what you’re saying, however, I love the minimalism of the outside of the box. If it were to be stolen, on opening the brown mailing box, at first glance it gives no indication of what to expect and that’s what I like.

[@packagingunboxd]

Great point. The execution could be better though. There is a level of expectation with luxury products that this doesn't meet. Feels too crafty.

[@yinbangji2701]

👍👍

[@isabellaandrews1942]

Loved this video and the way you describe the experience yess! You gained a new subscriber!

[@packagingunboxd]

Yay! Thank you!

[@lyshak]

I feel like this big box is oversized for what came in it. All the extra packaging seems more wasteful than luxury.

[@hellbend23]

I love the level of detail and consideration for the reciever. Excellent video

[@Annie4Feed]

keep it going amazing details !

[@marlynmontoya]

Great insights! I would have loved to see the magnetic flap removed to get that instant "wow factor" from the laser cut texture upon opening the RSC box.

[@packagingunboxd]

100%

[@yinbangji2701]

👍👍

[@阿喆-p1f]

Great thinking! I learned a lot! Hope to keep updating!

[@packagingunboxd]

More to come! I post a packaging class every Friday, come back and check it out.

[@TimelessLounge]

Great video! Thanks

[@packagingunboxd]

Glad you liked it!

[@raescott9975]

I feel that large of a box for that small of an item is overkill. It would be much more impressive and cost effective to design a smaller box with the luxury details that reduces the need for all that tissue and would be more appreciative for eco-centered shoppers as well.

[@packagingunboxd]

That's honestly the corner luxury has painted itself into and now slowing working these category cues back so they can deliver smaller more eco-friendly packs is the road many are on. Also brands need to consider the sizes of the products from small fragrance and jewelry to small leather goods and purses, having the right approach to sizing packaging is a first step to sustainability. Thanks for watching!

[@asih2525]

Thank you. You explain the importants.

[@regaI]

This helps, thank you sir! 🤩

[@packagingunboxd]

Happy to help!

[@user-tm2su4tl2m]

Perfect

[@packagingunboxd]

Great

[@XtremefireNewtimes]

First need money for the fancy box and paper then adding printing on the paper.

[@packagingunboxd]

Yes

[@monarnyc]

Thanks so much for the in depth explanation

[@packagingunboxd]

Glad it was helpful!

[@packagingscientist9530]

How do metal tabs and magnets impact recyclability of boxes?

[@packagingunboxd]

Magnets can be separated as any other material in the recycling stream. From the MRFs I've spoken to magnets are a pain to the staff just like flexible films are. Do magnets make something uncollectible? no. Can it be separated? Yes Do MRFs want them in their stream? No. It's best to replace magnets with simpler solutions like paper locking tabs that can be recycled along with the rest of the pack. Magnets specifically are not the most eco-friendly material especially when talking about rare-earth magnets.

[@scheurerproductions]

What is the size of this box?

[@packagingunboxd]

approx 9" x 9" x 4"