Beyonce's New Packaging is Hot
and other news you need to know about...
GM everyone hope you had a splendid weekend. Here’s a glimpse into what I did:
Went to the Odeon for a classic burger, fry, martini dinner.
Tried out a new bakery dangerously close to my apartment (I am a former sweet treat addict)
Got a delicious charcoal smoothie from Happier Grocery (my new fav smoothie spot)
Ate handrolls at Kazu Nori
Went dancing at Williamsburg’s hottest new club, Gabriela.
Looked at art books at Bungie Space.
Does anyone else sometimes feel guilty for having so much fun? I don’t know where that comes from. But it’s Monday so its time to lock tf in. The year is 12% over somehow, and I’m behind on empiric goals.
Let’s get into some news and break down the packaging for Beyonce’s new haircare brand—
You can now be banned for returning too many items from your fav e-commerce retailer. The Cut explored a new trend of frequent returners being banned from shops like Urban Outfitters, SSENSE, and ASOS. Many of the interviewees were putting up hall of fame level return stats. One woman made over 172 orders from ASOS and returned 99% of it. The article notes that fledgling stylists often purchase thousands of dollars of designer merchandise, style the looks for their portfolio shoots, then return them. This is often crucial to getting started before a stylist builds relationships with brands and PR firms. But, a return ban could put a halt on their career development. However, I totally understand why some brands are putting a stop to excessive returns. Over $743B worth of merchandise was returned in 2023. In a tight margin business, free returns can add up. I am honestly puzzled by the practice of ordering so many clothes (for personal use) only to return the majority of it. I think this may be connected to people’s shopping addiction, and the feeling of excitement they get from waiting for a package, opening it, but not wanting the financial burden of keeping it. I have no idea when the last time I returned anything was.
GEM Energy Bites it the latest CPG brand to change their packaging for retail. The brand formerly looked like an AG-1 derivative, and marketed their energy bites to a more Huberman-pilled consumer.
Now that they are moving int retail, they’ve altered the look to stand out on a shelve at Target. Some tips on designing packaging for retail if you have a brand consumers don’t know yet—
Put a photo of your food product on the front of the packaging. People eat with their eyes first, so its crucial to see what your product looks like first.
Use larger, friendlier fonts that consumers can easily read. Gem’s old packaging used a very thin typeface I could see blending in amongst a sea of products.
Simplify your design to what is essential. Don’t overcomplicate the packaging with excessive brand motifs. Just put what is needed to quickly explain your value proposition and get consumers curious.
Bottega Veneta’s Fall Ready-to-Wear show was continued perfection. While this season was a bit boring compared to past shows, it shows a refined precision from creative director Matthieu Blazy. The tailoring (specifically the oversized shoulders) its a motif I am seeing across a number of brands new collections. The accessories were obviously on point. I especially love when they send a model down the runway with TWO BV bags in complementary colors. That’s a flex.
The show (to my current knowledge) does lack a viral item. The last few Bottega seasons have featured a ‘Can’t Believe It’s Made of Leather’ item that shocks the internet and builds buzz. A few seasons ago they had the intricately woven socks made of leather, or the legendary $6800 leather flannel Kate Moss wore. Blazy touched on the strategy behind this in a NYT article last year.
Beyone’s new haircare brand ‘Cecred’ has some of the most beautiful consumer packaging I’ve seen in months. The packaging for the new product line is done in a muted color palette and features statement caps that evoke a sense of luxury. Additionally, the packaging features a fine texture which reminds me of an ancient sculpture and I’m sure provides a great tactile feel.
This is a perfect example of a brand targeting a luxury focused consumer with elevated packaging that feels like art.
Okay that is all from me today! Look out in your inbox for another week of stacked newsletters covering everything you need to know in the world of luxury, design, creative direction, and brand strategy! BYE!!!!
About the Writer
Jake Bell is a content marketing and creative strategist based in NYC. He specializes in content creation, branding, art direction, creative strategy, and making things cool.
To learn more about Jake visit www.jb.studio
Have a tip email me jake@jb.studio
Like video? Check out his TikTok
Like fit pics and pictures of chairs? Visit his Instagram.