PURITÉ SCRUB
PACKAGING PACKAGING
CLIENT
Marico
ART DIRECTION
Bao Anh Nguyen
DESIGNER
Pham Diem
PURITÉ de Provence is a personal care brand inspired by the signature floral scents of Provence, France. Each drop of fragrance is meticulously distilled from thousands of fresh blossoms, delivering femininity, elegance, and long-lasting allure. PURITÉ is made for the modern woman – one who cherishes herself, cares for her body with tenderness, romance, and a touch of French sophistication.
Challenge
Blab and PURITÉ have joined hands to develop a packaging design that is not merely an outer shell, but a true reflection of the brand’s spirit and identity. The project’s goal is to elevate PURITÉ’s presence on store shelves. The design embraces a modern and refined aesthetic that captures attention at first glance, while remaining deeply connected to the brand’s core values and familiar visual language. This balance between innovation and authenticity helps strengthen trust, foster customer loyalty, and bring PURITÉ closer to the hearts of its consumers.
Concept
With the brand’s core value – 100% essential oils from thousands of flowers – at its heart, the design concept is crafted as a tribute to pure natural origins. Blooming roses and cherry blossoms spread across the packaging, not only evoking the essence of nature but also powerfully affirming Purité’s brand identity, bringing a sense of romance and femininity that easily touches the hearts of customers.
We chose a pastel color palette as the main theme, embodying femininity and softness while serving as a distinctive brand signature. Each product line is further distinguished by its own shade: a vibrant orange representing cherry blossom extract, and a sweet pink symbolizing rose extract, clearly conveying the spirit and unique character of each product.
The layout is designed with a clear two-tier structure: the Logo and Product Name are placed within a bold color block, emphasizing the brand and enhancing visibility on store shelves.
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