Beauty PackagingSkincare Brand Packaging
Victoria, the founder of VLB, wanted to create packaging that reflected her boundless positivity and included a system of raised symbols on primary and secondary packaging to help the visually impaired navigate the products. This was inspired by watching her then 4-year-old son navigate his own world with a rare visual impairment. These symbols needed to feel uniquely distinct to the user while feeling aesthetically integrated in the overall package design.
Victorialand Beauty, designed by Base Beauty Creative Agency, is the first skincare brand to prioritize accessibility for the visually impaired community in all packaging. The CyR.U.S. System, a trademarked tactile recognition system, is featured on each carton and primary packaging. The raised symbols not only assist users in navigating the product but also provide a sense of inclusivity. Additionally, the raised QR codes on the packaging link to audio-enabled product details, further enhancing the user experience.
One of the key strengths of this design is its groundbreaking innovation in addressing the needs of the visually impaired. By incorporating the CyR.U.S. System, Victorialand Beauty sets a new standard for inclusivity in the beauty industry. The brand's commitment to accessibility is evident in the thoughtful integration of raised symbols and audio-enabled product information.
Base Beauty Creative Agency also upgraded the brand's colors and created dynamic patterns to convey Victorialand Beauty's joyful personality. The design team, led by Elisa Vitale and Creative Director Jodi Katz, ensured that the packaging not only met the functional requirements but also reflected the brand's positive and vibrant identity.
Designing packaging for the visually impaired community posed unique challenges. While braille is occasionally included in packaging, it is not widely understood by the visually impaired population. To overcome this, VLB conducted primary research in partnership with The Lighthouse for the Blind. Visually impaired adults were involved in the exploration and assessment of dimensional designs to ensure tactile distinctiveness. Incorporating their feedback, the final designs were modified to meet the needs of the visually impaired community.
The Beauty Packaging for Victorialand Beauty has received recognition for its excellence. It was awarded the Iron A' Design Award in 2021. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The Victorialand Beauty packaging stands out for its integration of industry best practices, competent technical characteristics, and its contribution to a more inclusive world.
Project Details and Credits
Project Designers: Base Beauty Creative Agency
Image Credits: Photographer: Amy Schneider
Project Team Members: Designer: Elisa Vitale
Creative Director: Jodi Katz
Project Name: Beauty Packaging
Project Client: Base Beauty Creative Agency