Packaging · Digital Identity2024
Sable
Restraint as a luxury signal.
The problem
Sable's fragrances were exceptional: handmade in small batches with rare raw materials. Their packaging and digital presence looked like they'd bought a Shopify template and moved on. The product deserved better.
The thinking
Extreme restraint. One typeface. One material (matte black embossed card). The box becomes the experience: every interaction is tactile before it's visual. The digital identity mirrors this: white space, slow reveals, no discount banners ever.
The result
Repositioned Sable from specialty retailer to collector's object. Average order value increased 3.2× after launch. Stocked in two international concept stores within the year.
