The Brief
Ghost Fragrances underwent a full brand refresh to modernise the range while retaining the emotional connection and recognisable identity the brand has built over the past 25 years. The refreshed packaging needed to feel more contemporary and aligned with the brand’s more sustainable and conscious direction, while maintaining a soft, premium aesthetic across the range.
The Challenge
The new packaging design focused on subtle detailing, soft colour palettes and a muted, natural finish rather than high-gloss decorative effects. The material therefore became a critical part of the design, as the carton surface needed to reflect the brand’s soft, understated aesthetic while still delivering strong print performance and consistency across multiple SKUs.
The Solution
Beamglow worked closely with Iggesund to select a premium cartonboard with a unique natural, tactile surface designed to create a soft, uncoated feel while maintaining the strength and print quality of a solid board. The material choice allowed the packaging to reflect the brand’s more natural, contemporary direction while supporting its sustainability objectives.
Clear foil was used selectively to highlight key design elements without overpowering the overall aesthetic, allowing the subtle textures and muted colour palette to remain the focus of the pack.
Key Highlights
- Major UK fragrance brand refresh
- Tactile cartonboard
- Natural, muted material finish aligned to brand identity
- Selective clear foil detailing
- Multi-SKU consistency across the range
- Designed for retail and gift markets
The Result
The refreshed cartons reflect the new Ghost brand direction, delivering a soft, tactile and contemporary finish that aligns with the brand’s move towards more sustainable, refillable and consciously designed products. The final packs achieve a premium feel through material choice and subtle finishing, rather than heavy decoration, creating a distinctive look across the range.
