Ultra-Luxe Beauty Packaging for Estée Lauder Re-Nutriv Ultimate Diamond

It doesn’t get much more luxury than this. Complete with a sleek black box, suede, and gold foil, this is some seriously sophisticated beauty product packaging. Designed by Cecil Joyce, Estee Lauder and manufactured by MW Luxury Packaging, this exquisite experience is reserved for anyone who is lucky enough to get their hands on one of these.

“Estée Lauder’s beauty products have long been celebrated as some of the best on the luxury market. In keeping with that legacy, they have collaborated with MW to release this much sought-after Re-Nutriv Ultimate Diamond skincare set.”






“To craft a box worthy of these products, MW Luxury Packaging began with a 9mm MDF structure, veneered in hi-gloss coated dark wood. A faceted, injection-moulded plate was fitted onto the top, and internal hinges and magnets keep the lid in place. Once opened, the case reveals a sumptuous black suede lining, the lid foil-stamped with a gold logo.”

“One of the packaging’s most exciting features is that these boxes were built with two differing internal designs. In one, the opening of the lid pulls up an inner shelf, lifting the Re-Nutriv pots gently into view. A hidden drawer also rests at the base of the box; push it lightly and it slides open, revealing two applicator tools.”






“The alternative design reveals something slightly different upon opening—the two pots nestling snugly in place. Pull gently on the black ribbon tab at the top of the lid, and a secret shelf holding the applicator tools is revealed. Crafted to be removable and reversible, this EVA shelf is lined in black suede to match the rest of the interior.”


Designed by: Cecil Joyce, Estee Lauder

Manufacturer: MW Luxury Packaging

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This Delightful Holiday Gift Will Keep You Cozy

What could be better than a hot cup of cocoa on a cold night? A fragrant candle burning in the living room, and a splash of Godiva Liquor, of course. For their annual holiday gift, BASIC crafted a sophisticated gift set to share with their nearest and dearest.





“Every holiday season, our team at BASIC, comes together to create a custom handcrafted gift to honor our friends and partners who continue to inspire us and drive us forward into the new year. This year, we created a series of hand-poured candles and a gourmet blend of hot cocoa to bring in the New Year.”

“Our candles were hand-poured, in-house, using an all natural black soy wax infused with a blend of cedarwood, patchouli, black pepper, and pimento berry essential oils. We poured each candle inside a frosted glass with a custom matte black foil print. Then placed each candle inside a telescoping two-piece box, wrapped in a classic black linen with white foil print.”










“Our gourmet hot cocoa blend, was packaged inside of a custom matte black tin with white foil print, alongside a custom BASIC mug, and a nib of Godiva Liquor, to keep cozy through the holiday season.”

“Each care package contained a black-on-black holiday card with a black gloss foil, duplexed with handwritten script on the front and a personalized greeting on the back.”


Designed by: BASIC

Country: United States

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This Packaging for Bloom Farms is Sleek and Elegant

Pavement designed this elegant packaging for Bloom Farms‘ new individual cannabis hand rolls. The different color boxes represent the different strains that each roll is made up of. The foiling details along with the leaf illustration add a luxurious touch to the product without making it seem over-the-top. 

“As Bloom Farms looked to expand its product offerings, these strain-specific full-flower hand rolls were created with the true cannabis connoisseur in mind. Cultivated and curated within specific regions of California, these hand rolls are made in limited quantities with 100% pure cannabis. Capitalizing on the success of the original Bloom Farms Highlighter products, the strategy for the hand roll packaging was to extract graphics from the Bloom Farms brand, then use those elements in an abstracted and minimal manner to highlight the purity of the product. The result is a new brand that is derivative of the original brand, but stands alone with its own unique look and feel.” 




Agency: Pavement

Client: Bloom Farms

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Celebrate the Craft of Making Whiskey with The Whiskey Makers Series

For Jameson, whiskey isn’t just a beverage you enjoy—it’s an art form. Jameson Whiskey launched a trio of spirits called The Whiskey Makers Series, which celebrates the craft itself. Pond Design created the packaging, making each whiskey unique and giving consumers insight into who made it and how.

“A super premium series that celebrates the people behind the art of whiskey making: Jameson’s Head Distiller, Head Cooper and Head Blender. Each master inspired a whiskey that focuses on his individual craft.”



“The whiskeys are named after each maker’s favourite tool. The series includes a distillate-driven whiskey, a wood/maturation-driven and a blend-driven—each representing a particular craft and craftsman.”

“The illustrations are inspired by copper engravings, which were traditionally used instead of photos. The elaborated, hand-made style of the illustration matches the craftsmanship aura of the whiskey. The design uses original illustrations made by David Rooney, an award winning, and renowned Irish illustrator.”

“The fingerprint—the craftsman’s personal touch is a premium detail, well fitting for a super-premium range, but done with an unpretentious attitude.”

“The Whiskey Makers Series is named after the Makers’ tools, the tangible connection between the person and the skill. The tools symbolise the world of craftsmanship in a concrete and realistic way. They provide a glimpse of the craft itself, and invite consumers to learn more about the makers and their world.”



“The Safe symbolises that particular attention to details and the skill of the Distiller to exactly direct and separate the spirit from low wines and feints. It’s called Safe because it used to be firmly locked to prevent people from siphoning off spirits to avoid paying duty on the alcohol.

A Croze is a tool used by the Cooper for making the groove into which the head of the cask or barrel is positioned. To use a croze correctly, many years of practice are needed.”

“The Dog is a tool used by the Blender to collect whiskey samples straight fromthe cask. The name was given to it by the rascals of the past who would keep on with them to take some whiskey from the caskat the end of a long day. It was the blender’s (and many workers) most loyal friend, following them around like their favourite dog.”





Designed by: Pond Design

Client: Irish Distillers Pernod Ricard, Dublin, Ireland

Illustration: David Rooney

Country: Sweden

City: Stockholm

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Target, Coca-Cola, Colgate, Palmolive, Nestlé…just a few of the global brands that you’ll find at The Dieline Conference.

The Dieline Conference always has an international lineup of designers from some of the world’s top brands, and this year is no different. Target, Coca-Cola, Colgate Palmolive, Nestlé, Method…these are just a few of the global brands that you’ll find there. Between case studies, hands-on workshops, panel discussions, and enlightening Q&As at the end of each session, you’ll get an in-depth look at challenges of the industry and how to design for tomorrow.

Learn More

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How this Appliance Packaging is Designed with the Future in Mind


Good things take time. An impressive rebrand for a company won’t ever happen overnight, and the team at Reynolds and Reyner knows this all too well. They worked to update Pyramida, a Ukrainian line of kitchen appliances. The results are anything but what you’d expect for a line of ovens, fryers, and stove hoods—they’re bold, modern, colorful, and fun. We spoke with Alexander Andreyev at Reynolds and Reyner more about the 7-month process to redesign Pyramida, designing with the future of the brand in mind, and the key to creating brilliant results.

Walk us through the design process that you went through for this project.

Alexander Andreyev: Reynolds and Reyner specializes in branding, so we have a set process and series of stages already established. We have known for a while that despite the ultimate process optimization, branding for large companies is never done quickly. It took us around 7 months from the moment of the contract signing to the date of the brand-book presentation to accomplish the project. Within the frames of work on the draft we created 3 large key presentations and around 30 options of the company branding.



What was one of the biggest goals you set out to achieve with Pyramida packaging and how did you accomplish it?

Alexander Andreyev: We are doing our best to make all the design projects correspond to the highest international requirements for the brand to be potentially a large international company without logo change. While making the redesign many Ukrainian companies still choose simple, old-style design concepts not being aware of what a qualitative design actually is, and that the design should be made for at least 10 years ahead. They are scared to trust us and are too busy to participate in the creative process. But it is the first or the second time they are doing a rebranding, while we have done over a hundred ones globally for the last 6 years. From our personal experience we know which of the decisions are going to be effective and which are better to avoid. It is the same story with this project: it was the very first presentation that we offered the final concept, but the customer did not initially approve it. It took us 3 months with two more large presentations to show the client that the initial offer was actually quite promising.




Why did you decide to give appliances a totally new look and present it in such a modern, fun way?

Alexander Andreyev: The key task of the project was to create vibrant and unusual style. We sought to stand out from the competitors’ projects, offering something really state-of-art—including the unusual colour palette and graphic decision. The branding is based on a rich logo so it would be quite easy to develop the creative concept. It worked perfectly this way.

What was the most challenging part of this project?

Alexander Andreyev: The main peculiarity of Pyramida is the fact that, despite its name, it has nothing in common with the geometric figure. What is more curious is that previously it had been a square as a graphic sign of the company before. That is why we simply had no background to build upon further concepts and ideas. That is also one of the reasons why we refused the complete sign within the logo that preserved the unusual writing and the smile shaped Y letter tail. Another difficulty that I mentioned above was the fact that the customer refused the great concept initially offered. It took a lot of effort and time to make them agree.





If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?

Alexander Andreyev: When searching through the final logo thoroughly, one may distinguish the corner-shaped element within the P, A, M and D letters. They appeared due to the initial square graphic sign of the company—i.e. we never missed the square, but built it into the font in a very careful and hardly visible way. Only very experienced designers are able to follow the uniqueness within the touch, and that is why we like it so much.   

Share one lesson that you learned while developing the finished product.

Alexander Andreyev: If the company is ready to go through the global and right improvements and chooses the right team to assist, the results will always be brilliant. But everyone will need to make large efforts and be patient when achieving the desired targets.

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How important is it to have a niche as a designer?

Declaring a niche for yourself as a designer or an agency is a scary move. In many ways, it can feel like you’re saying “no” to prospective clients before you even meet them. After all, once you label yourself as a beauty packaging designer or a luxury design agency, you’re committing to certain projects and clientele. You’re not only turning down projects that fall outside of those constraints, but you might also wonder if you’re limiting your room for growth and opportunities to learn from other assignments.

Of course, selecting a specialty can also encourage clients to hire you. For example, Stranger & Stranger does branding and packaging for wines, beers, spirits, and other alcoholic beverages. A distillery may be instantly more inclined to hire them, considering their extensive work in the field and obvious knowledge of packaging for spirits and liquor. Snask does a wide variety of projects, but the agency has a distinct personality in their work making “kick ass branding, design & film.” For brands looking to make a splash and boldly stand out, they have a proven track record.

So tell us: how important do you think it is to have a niche as a designer? How focused of a niche is too focused? Comment below or join the conversation on Twitter.

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Bath Time would be way Better with this Cheery, Relaxing Soap Packaging

Let all that worry wash away. FLOAT. is a concept from Wang Min that takes bath time seriously, encouraging you to truly relax while also helping boost your mood. The soaps come in boxes that unfold completely, helping to reduce waste. A circular peek into the packaging is the same shape as a bubbly soap sud—a small touch that truly sets it apart.

“The space around us has a big influence on how we feel. Bath time is a relaxing break in the middle of our day for many people, and this effect can be enhanced by an aesthetically pleasing soap.”




“Non-art aspects of our lives imitate art; through a visually-pleasing everyday item, we can introduce a positive affect, which in turns improves our attitude and way of living. Guided by the concept of ‘Life imitates art’ and inspired by the simple soap bubble, FLOAT. aims to make artistic soaps that uplifts both the consumer and their home.”



“The packaging for FLOAT. soaps directly reflects the soap design, and to showcase the soap, a die-cut is made and white ink is used to print the logo on the plastic, so that the customer knows exactly how the product looks like.”



“FLOAT.’s packaging is made using a single sheet of paper with only folds to create a box for the soaps. Instead of having an insert, instructions and information are printed on the inside of the packaging, so that the customer can readily read them after opening as well as reduce paper wastage. Rather than being thrown away, the die-cut is made into a card with discount information, which the customer can choose to either use or pass to another person.”


Designed by: Wang Min

Printer (Digital): Simple Digital

Printer (White ink UV): Botak Sign Pte Ltd

Paper: Antalis Singapore

Country: Singapore

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Mike’s Hot Honey Brings the Heat

Chase Design Group created this fun retro-inspired packaging for Mike’s Hot Honey. The packaging includes eye-catching typography and we love how the script plays off of the blockier-style lettering. The warm color scheme also conveys the flavor of the product. We can’t wait to try some on all our food! 

“Born from a quest to recreate a recipe discovered while traveling in Brazil, Mike’s Hot Honey has quickly amassed a loyal fan base. The chili pepper-infused honey was originally introduced as a key ingredient on one of the pies at the Brooklyn-based pizzeria, Paulie Gee’s, where founder Michael Kurtz was working as an apprentice. Overwhelming customer demand for take-home containers to use in a multitude of recipes led him to believe that he was on to something potentially game-changing.”

“When the opportunity to scale for mass distribution became a reality, Mike turned to Chase Design Group, the brand design agency, to elevate the packaging and carve out an identity for a new player in the condiment category. According to Clark Goolsby, vp, creative director, Chase Design Group, ‘We drew inspiration from Mike’s roots and ‘old-soul’ character to develop the vintage-inspired, typographically-driven design that champions the quality and craft poured into every bottle.'”

slide_2 (1).jpg


“The bold typography emphasizes the word ‘HOT,’ in thick, red letters, so that consumers instantly recognize that this is not your average sweet honey. ‘A streamlined, cleaner label includes a lighter background to help it stand out on the shelf and a honey bee illustration encircled in a gold badge evokes the high quality of the product,’ says Michelle Hoffmann, account director, Chase Design Group.”

“According to Michael Kurtz, founder, Mike’s Hot Honey, ‘This redesign perfectly reflects the pioneering role that I am trying to carve out and I’m confident that it will help us gain space in the condiment aisle, where it belongs.'”


Agency: Chase Design Group

Client: Mike’s Hot Honey

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This Cookie Packaging Comes With Some Serious Cheer

This student project for cookie packaging is truly sweet. Caitlin Mee came up with this fun brand redesign for Ali’s Cookies. The design is playful, and full of cheer, which is exactly the feeling you get when you have fresh baked cookies! 

“Giant, freshly baked cookies make every celebration more memorable. This brand refresh reflects the thoughtful and imaginative personality of Ali’s Cookies. A simple and fun addition to every occasion. Ali’s specializes in baking giant cookie cakes from scratch and with care for a variety of celebrations.” 

“I updated Ali’s Cookies’ overall brand image in order to create a fun and welcoming atmosphere for customers ordering sweets for their special occasions. Ali’s imaginative, handcrafted brand is brought out by the hand lettered logo and cookie stamp assets.” 



“The cookie box slides out of its clean and simple sleeve to reveal the surprise cookie stamp pattern and of course the cookie cake that the box holds. The box shows that the cakes are of quality, yet fun and imaginative, making them the perfect choice for every special celebration.”


Designed By: Caitlin Mee

Location: Chicago, IL

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This Pacifico Rebrand is Bold and Reminiscent of Fun in the Sun

Pacifico 3 Cans (Best of Quarter) copy

Jennifer Mulvihill designed this fun and bold concept for Pacifico Beer. This colorful design stands out and echoes sentiments of fun in the surf, sand and sun. 

“Pacifico’s brand refresh concept was intended to help the brand stand out on the shelves with a design that appeals to the active 20’s and 30’s crowd. The goal was to capture the essence of Pacifico as “The Surfer’s Beer” with custom geometric typography, patterns, and a bright, bold color palette.”

surf board and van



Designed by: Jennifer Mulvihill 

Location: Chicago, IL

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Enter today to one of our 18 categories. 

















1 winner will be awarded The Dieline Awards Trophy for each category.

The highest cumulative score among all entries will be awarded the highly coveted Best of Show prize. This is the grand winner of the entire competition.






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