In the fall of 2018, Hudson’s Bay revealed a new retail concept for beauty, called ELLE2, on the second floor of its iconic Queen Street location in Toronto. To announce the launch to key media, the company’s PR team would be sending a package containing some of the brands that were being introduced in the space.
The brief called for elegant, minimal packaging in which all beauty brands would be visible at a glance. Inside a glossy white gift box, I nestled 10 products within a bed of white paper crinkle shred, ensuring all brands could be seen. The box was labelled with a Hudson’s Bay sticker; a translucent organza ribbon in white allowed the logo to remain prominent.