After 6 months of work, the new packaging has been successfully launched. The repackaging of Liberator’s LeatherWorks line, plush cuffs, and bondage line was a total renovation, from the boxes to the copy. The previous packaging was in a pyramid shape plastic outer box. Stores had a hard time displaying this because they use a hook board to hand their boxes. With the redesign, we transitioned to a hanging box that is smaller and better organized.
Working from the inside out, we found universal sizes of outer boxes to house the various products. Within these, we planned for inner boxes to display the contents that we wanted to show off, while hiding the pieces in the package that did not display well.
Afterward, we shot all new photography for the boxes. We wanted this to feel like a fashion shoot, because we are selling high-end sex accessories. We chose to shoot women with implied nudity to express the art of the brand while making a sexy, eye-catching display. The concrete background and plexiglass floor give an edgy yet luxurious feel.