Responses by Paula Scher, partner, Pentagram
Background: Dr. Jart+ is a Korean cosmetic company that creates a broad range of skin products, geared towards women between the ages of eighteen and 40, which are sold internationally. Our job was to redesign the physical containers for a line of products as well as the graphics on the packaging. This packaging set is one of nine that will be released over the next year, all using different colors for identification.
Reasoning: Our goal was to design a new container that reflected the spirit of the Dr. Jart+ brand. We avoided drawing from existing cosmetic packaging and instead took inspiration from art supply materials and hardware store items. First, we emulated the dispensing mechanisms on liquid containers, and then softened the shapes of the containers until they felt both feminine and utilitarian. The construction of the plastic containers required two molds and the yellow breaks against the mold edge, or on the cap or lid when there is no mold.
Challenges: The most challenging aspect was defining the product shapes; it was also the most rewarding.
Favorite details: I am proud of the general approach of the product design and the thinking behind the icons used in the graphics.
Anything new: This was the first time I was deeply involved with product design. I collaborated with Piotr Woronkowicz, a product designer who had worked on my team at Pentagram for a period of time on signage projects. My associate, Courtney Gooch, also worked with me on the graphic system.
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