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Marie Todd Candles
- PaperCLASSIC® Linen Papers
- DesignPrado Studio
Marie Todd Candles
- PaperCLASSIC® Linen Papers
- DesignPrado Studios
Marie Todd Candles
- PaperCLASSIC® Linen Papers
- DesignPrado Studios
MARIE TODD
Actress turned jewelry designer Lisa Marie Todd started the Marie Todd brand with a small handmade jewelry collection, later adding luxury home fragrances, personal fragrances, and the MTodd home fragrance collection for men. As the business evolved, she realized her branding and packaging must keep pace with her growing product line.
Todd reached out to Marilyn Prado, creative director at Prado Studio, to evaluate the brand and understand why this luxury line wasn’t doing as well as she felt it should.
According to Prado’s research, the existing natural Kraft-type packaging didn’t fully present Marie Todd as a high-end luxury product, so the team focused the redesign on elevating the brand through packaging and paper choice.
Prado began the redesign process by considering the buyer’s emotional connection to the brand and the human response to scent and color. With 12 fragrances in the portfolio, and the need to accommodate both women’s and men’s lines within one brand, Prado opted to represent each of the 12 fragrances with its own unique color. The packaging design included combinations of PMS colors, gold foil stamping, and embossing. Prado then went in search of the perfect paper to complement the beautiful new package design.
"It was important to add texture as another layer of the experience of opening these boxes. It’s important for customers to experience the unboxing of the items as part of the luxury experience they’re buying."- Marilyn Prado, creative director at Prado Studio
Prado selected CLASSIC® Linen Papers for the box wrap for its tactile quality and high-end luxury appeal. From past experience, she knew Neenah Packaging papers would perform well with all the various production techniques that were part of the design. She worked with Vanguard Printing to print the box wraps for the rigid boxes that hold the substantially weighted candles and the folding board that houses the diffuser scents. Prado says Neenah had all the weights for every application needed for the re-branding, from stationery and envelopes to folding board and box wraps, making the process of designing this re-brand that much easier.
"When you pick up a box and feel the texture of the paper, the smoothness of the foil and the dimension of the embossing, it almost feels as if you’re holding a piece of Marie Todd jewelry."- Prado