Product Design for Laju Butterflies Ltd

In summer 2023 I was contacted by a small beauty business to design a series of product packaging for their new beauty line.

The theme of the business is ‘affordable luxury’ so I wanted to create something that is both clean visually and striking in terms of the business ideals.

The Product:  Product packaging for client’s upcoming new beauty/skincare line

Project Duration: April 2023 - June 2023

My Role:  Product Designer

Responsibilities:  Collaborate with business CEO to identify brand identity, user research, ideation, prototyping, testing

Early Research Phase

I wanted to explore the brand identity of the company and how that would translate visually in a product.

Laju Butterflies’ main descriptor is‘affordable luxury; giving you a high-quality product and experience that doesn’t break the bank.

Light pastels and butterfly imagery are key elements of the business’ visual identity.

The main descriptor is ‘affordable luxury’; giving you a high-quality product/experience that doesn’t cost much.

Light pastels and butterfly imagery are key elements of the business’ visual identity

Pain Points

Expenses

The best quality beauty products are usually more expensive

Transparency

Not enough clear information on ingredients

Eco Friendly

Plastic packaging puts them off purchase - guilty

User Persona - Mariam

Mariam is a young professional who needs to find a beauty product that is affordable and chic because she has been unable to find a  brand that suits her skin and is inexpensive

User Journey Map

I wanted the focus to be on the user themselves and their journey in finding a product/ brand that suits them.

With so many people searching for so long for a product and experience that works for them and their skin, putting a spotlight on the emotional process for them is vital.

Initial Design Phase

Early concept designs exploring the visual aesthetic of the brand.

The company owner ended up wanting to go for a more sleek and simple design with minimal visual clutter to showcase the product itself.

Refining the Design

After speaking with the CEO and delving deeper into what key components of the brand and the product itself we wanted to incorporate into the design, I settled on a clean and simple box with light and airy elements, and a classy feel.

The clear inclusion of natural ingredients is an incentive to look at the product more closely.

After finalising the design I drew out the product skeleton and 3D version to get a better look and feel for how it would come across on a physical product - to make sure placement and dimensions were correct.

Mockups and Functioning Prototype

I feel it’s very important even when a design seems ‘simple’ to always make sure to be analysing and refining it from all sides to ensure it is the right solution to the problem

Link to prototype - www.siofradesign.com/portfolio/laju-b-product-design

Final Design

Accessibility Considerations

Visual

High contrast colour choices for ease of sight - black text on white background.

No object cluttering on overall packaging

Usable

Easily opened packaging - clearly displayed ends, with foldable tabs to ease open and close of box

Clarity

Clearly legible writing shows ingredients and product information.

Stylised font but not hard to read.

Going Forward

While it is important to follow your design expertise when creating a product, it is crucial to also consider the business and its needs.

With my initial designs for this product I had tried to lean into the light and pastel theme, and ended up doing too much in the process.

By going back to the brief and what the client wanted to convey with the product I was able to design something that suits the user’s and the company’s needs

Above all else, listening to the user is key.

Sometimes as a designer it can be easy to fall back on what we feel we already know about how something should work, or feel, without directly going to the user themselves and asking what they need.

Maintaining that focus throughout this project kept me grounded to the problem I am trying to solve, and who I am solving it for.