Bringing Fragrance to Life Through Bold Packaging

When Tone®, a leading personal care brand, aimed to elevate your shower experience with exciting new body wash scents, they turned to CIULLA ASSOC for help. Our task was to create packaging that embodied the sensory appeal of the fragrances while enticing consumers to choose their next favorite body wash. The result: exotic, eye-catching packaging that highlights the unique appeal of each scent variant.

Challenge: Creating a Packaging System that Inspires Choice

With so many irresistible options in the Tone® lineup, the key challenge was to design packaging that:

• Showcases Unique Scents – Each body wash had to be represented by vibrant packaging that captures the essence of its scent.

• Reflects the Tone® Brand – The packaging needed to stay true to Tone®’s playful yet premium brand identity.

• Encourages Purchase – The design had to drive consumer decision-making by being both visually appealing and distinctive on shelf.

Solution: Custom Illustrations and Sensory-Driven Design

CIULLA ASSOC developed a comprehensive design solution that highlighted the unique fragrances through bold color choices, custom illustrations, and a sense of place. The final packaging design was both fun and functional, offering a sensory journey from the shelf to the shower. Our approach included:

• Custom Illustrations – The packaging for each scent variant was brought to life through unique illustrations that combined elements of the product's active ingredients and pop-culture references, immersing consumers in the experience.

• Color-Coded Bottles – Each vibrant bottle color was carefully chosen to match the scent’s mood and convey the fragrance’s essence at a glance.

• Engaging Consumer Experience – The unique designs sparked a sense of place and inspired consumers to step up their shower game with a fresh new Tone® scent.

Results: Elevated Brand Presence & Increased Consumer Engagement

By redesigning the Tone® body wash packaging, CIULLA ASSOC successfully:

• Boosted Shelf Impact – The new vibrant, sensory-inspired design helped Tone® stand out in the crowded personal care aisle.

• Enhanced Brand Recognition – Custom illustrations and a consistent brand architecture helped reinforce Tone®’s playful, approachable identity.

• Increased Consumer Engagement – With unique scent representations and creative packaging, Tone® encouraged consumers to explore different variants, leading to increased interest and sales.

The Takeaways

• Packaging as a Storyteller – Creative packaging can transform a simple product into an experience that captivates consumers and influences their decisions.

• Scent and Design Go Hand-in-Hand – Connecting fragrance with visual elements through design helps create a sensory experience that resonates with customers.

• Color and Custom Illustrations Make a Difference – Vibrant, unique packaging not only draws attention but also adds personality to the product, making it memorable and on-brand.

Let's Create Sensory Packaging Together

At CIULLA ASSOC, we specialize in branding and packaging design that speaks to the senses and drives consumer engagement. Whether you’re looking to launch a new product or refresh an existing line, we bring creative ideas and strategic thinking to elevate your brand’s presence.