Christmas in Australia has a very specific look and feel. For Pure Beauty Australia’s 2020 gift pack range, we illustrated a joyful summery botanical print which not only tips its hat to Australia's vibrant holiday season, but is also reflective of the native ingredients contained within the products.

The brief was given as a series of descriptions evoking iconic moments of a typical Australian holiday season: Long hot summers sitting in the shade of an Australian gum tree, outdoor get togethers, running after the kids at the beach, summer citrus and juicy stone fruits, the Australian way of life, good for you and good for the planet.

The design is bold enough to seek attention but restrained enough to be inclusive of a wider demographic. The range was to be sold across Priceline and selected independent pharmacy chains, Australia wide, at a more affordable price point.

The strategy was to position the gift packs as stocking stuffers and kris-kringle fodder for those last minute Christmas party purchases.

It is a requirement of the retailers to display the products contained within each pack as either a photograph or window to dissuade customers attempting to open and potentially destroy the gift packs outer layer prior to sale.

The design therefore had to work harmoniously with the pre-existing packaging of the individual products contained within them.

This presented a unique and difficult design challenge as the brands original product designs had been skewed towards a more mature demographic.

With an emphasis on nature, our custom stylised illustration referenced native botanics in a more youthful, vibrant and festive way, whilst classic fonts and gold edging stood to satisfy the maturity of its contents.