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Premium Packaging Just Makes Scents: Dilo Home
Even if you've never heard of the "Proust effect," chances are you've experienced it. Most of us are familiar with those particular moments when a tiny sensory stimulus, like a specific scent, evokes an intense and emotional memory. It's a scientific fact: scents and emotions go hand in hand. And when you're designing a product that quite literally gets in someone's head, it's essential to pay attention to every detail.
Dave DiLorenzo, the founder of Philadelphia-based dilo Home, does just that with his hand-poured luxury candle lines. From American-grown soy wax to custom-colored glass vessels and expertly selected fragrance blends, Dave has his eye (and nose) on every element of design. When it was time to elevate his Shades collection to a new level of luxury, he turned to the one component that could give customers what they expect from a high-end perspective: the packaging.
"When people see our candles online in a picture, they can't smell them. I need to make an impression based on visuals. I knew I wanted an open vessel with no lid for the SHADES collection, but with that, you have two options: a dust cover that sits directly on the wax or a box. I went with a box because it could become part of the product's identity," says Dave. "The product itself is so minimal. The box has to be an extension of the product, not just a holder."
Determined not to take away from the product, Dave set out to design packaging that highlighted what was inside and built up consumers' expectations. But he didn't stop there. After selecting 4 different colors of NEENAH® Folding Board, Dave worked with a custom glass supplier that could extend that design element into the vessel itself. "I knew I had flexibility with color on the glass because my vendor could make it to my specifications. I wanted to make sure I chose the right paper first and go from there."
When deciding what kind of paper to use for the packaging, there was a lot to consider. "If I could do everything uncoated all the time, that's what it would be," says Dave. "The textured feeling of uncoated paper brings character to the packaging. It gives it an element of prestige and elegance, but also sustainability. Higher-end brands focused on self-care and wellness are going with a more natural kraft look. Luckily for us, Neenah had premium, eco-friendly options in this category in a range of colors."
Together with Glenn Schuster of Datagraphic, Dave incorporated some subtle yet luxurious elements into the final design. "All the boxes are foil stamped using a deep relief stamping die that releases the foil while creating a subtle depth," explained Glenn. "It makes you want to run your fingers over the lettering. Even if it's just subconsciously. It's another memorable part of the overall brand experience."
Consumers have expectations about the unboxing moment when they get home with their purchase, whether shopping online or in-store. "Unboxing is the new shelf presence. There's so much e-commerce right now. You have to make that first tangible, physical impression in the mail," Dave explained. "We would love to create an experience where the box is so lovely they don't toss it, but in reality, you have about 5 seconds to wow them and build an expectation for how great the product inside will be. For us, this package delivers on all points."
Check out these gorgeous candle boxes and other unique designs on the Idea Shop, Neenah's newest website for inspiration.