Packaging Design for PR and Marketing.
In an era where influencer-driven marketing shapes consumer choices, PR packages are more than just boxes—they’re an opportunity to tell a story. My project moves away from traditional approaches, embracing creative and unexpected designs that leave a lasting impression.
Through immersive prototypes, I explore unboxing experiences that engage, surprise, and resonate. Imagining brand collaborations, I focus on storytelling and elevating brand identity, blending aesthetics with functionality. Each design reflects my vision of what PR packaging can be: artistic, practical, and unforgettable.
This PR box for OUAI’s Fur Bebe dog shampoo transforms bath time into a shared self-care ritual for both pet parents and their furry best friends. Shaped like a bubbly bathtub, it instantly sets the scene for a playful and pampering experience. Inside, recipients find everything they need for a luxurious bath—OUAI’s gentle dog shampoo and a matching human haircare duo.
OUAI has mastered the art of making hair and body care feel effortlessly luxurious. Founded by celebrity hairstylist Jen Atkin, the brand blends high-performance formulas with a minimalist, chic aesthetic that resonates with modern consumers. OUAI’s branding is sleek and understated. They have clean packaging, neutral tones, and simple typography that exude a sense of effortless and cool. With product names like “Detox Shampoo” and “Wave Spray,” OUAI skips the complicated beauty industry jargon, focusing instead on solutions that fit into normal people’s everyday routines. Their marketing leans heavily on social media, with relatable, aspirational messaging. By balancing quality, simplicity, and strong brand storytelling, OUAI has positioned itself as one of the go-to haircare brands.
When researching OUAI’s branding design and PR strategies, I noticed a distinct trend in their PR packaging. Each package it transforms a standard box shape into a recognizable theme. OUAI has made boxes in the shape of a suitcase, washing machine, shower, and even juice box.
Inspired by this approach, I designed a PR package in the shape of a bathtub to promote their dog shampoo. This idea was sparked by my own dog, Winston, who has a talent for making bath time far more chaotic than necessary. Knowing that many dog owners face the same struggle, I wanted to create a “spa” kit that turns an often-dreaded chore into a more enjoyable, sensory experience highlighting OUAI’s amazing-smelling dog shampoo. The kit includes elements that engage scent and touch, making bath time feel more like a treat for both dogs and their owners. By leaning into OUAI’s signature packaging creativity while addressing a relatable pet-care challenge, this concept blends branding with functionality in a way that feels fun, thoughtful, and perfectly on-brand.
Gloss meets guard. In today’s world, women’s safety is more critical than ever. GlossGuard is more than a product; it’s a statement of support for women navigating uncertain environments while reclaiming their confidence and freedom.
The GlossGuard campaign is a collaboration between Tower 28 Beauty and Protect Humans, blending self-expression and self-protection in a way that feels empowering, stylish, and functional for girls. The campaign introduces a limited-edition bag charm that combines Tower 28’s cult-favorite lip gloss with Protect Humans’ innovative safety alarm. This product is designed to keep girls feeling safe, confident, and ready to shine wherever they go.
Tower 28 Beauty is a Los Angeles-based cosmetics brand founded by Amy Liu in 2019. Named after the iconic lifeguard tower in Santa Monica, the brand embodies the relaxed, inclusive, and sunny spirit of CA. Tower 28 is known for its non-toxic, and sensitive skin friendly products. The brand’s mission centers on redefining beauty standards by prioritizing inclusivity, transparency, and accessibility in the beauty industry.
Tower 28 sets itself apart by ensuring all its products are designed for a wide range of skin tones and skin types. The brand actively works to challenge the beauty industry’s lack of diversity by offering a shade range that reflects real-world demographics.
By prioritizing skin health, Tower 28 redefines beauty as not just about aesthetics but also about feeling safe and comfortable in one’s skin.
Protect Humans is a brand committed to redefining safety for girls and women by merging function with fashion. Their ethos revolves around making personal safety products not just essential but also fun, stylish, and accessible. By incorporating vibrant colors, playful prints, and sleek designs, Protect Humans ensures that safety tools like alarms and keychains feel like an extension of personal style rather than just a precaution. This approach helps destigmatize carrying safety devices, encouraging more people to keep them on hand. Additionally, by selling on widely accessible platforms like Amazon, the brand ensures that safety is not a luxury but an easily attainable necessity, empowering women and girls to feel more secure in their everyday lives.
Tower 28’s beauty products would empower women to express themselves. Protect Humans’ safety alarms would promote physical protection and awareness. This hypothetical collaboration underscores how beauty can be both empowering and practical, demonstrating that inclusivity extends beyond products to the lived experiences of consumers
Poppi is shaking up the beverage industry by making gut-friendly drinks that actually taste good. The brand started with a simple mission: turn apple cider vinegar, something popular in the health world into a flavorful and easy-to-drink soda. Each can is packed with prebiotics to support gut health but still has the experience of a traditional soda.
What if Poppi took thier flavors a step further and let people create their own custom mixes? With this potion lab, recipients get to play mixologist, creating their own Poppi flavor combinations.
As soon as the box is opened, recipients see a DIY mixology experience. The setup is fun and low-pressure, with an aesthetics that mimics a children’s science lab where the goal is to experiment, share, and enjoy.
What makes Poppi stand out from other prebiotic soda companies is its branding. With bright, playful packaging and trendy flavors, they position themselves like a trendy lifestyle brand rather than a health drink. The marketing leans into social media, using influencers and TikTok trends to “make soda cool again”. By positioning itself as the perfect balance between wellness and fun, Poppi has built a loyal fanbase that includes both health-conscious consumers and those just looking for a better alternative to traditional soda.
One of the biggest reasons Poppi skyrocketed in popularity was its genius approach to PR and influencer marketing.
Each PR package was packed with creativity, often featuring custom elements and playful branding that made them instantly shareable. But, while these packages were fun, I noticed they were primarily just sending out their standard flavors or new floor released that were then impossible for the public to get their hands on.
That got me thinking—what if they took the idea of healthy, prebiotic soda a step further and let people create their own custom flavors?