Smart box

Originally a British tailor specialising in the making of trench coats for men, Burberry has evolved into a global luxury brand, expanding its catalogue to include women’s, children’s, accessories, bags and luggage, and then perfumes and cosmetics.

Following the launch of Burberry Beauty, the brand aimed to create an exceptional item capable of containing its mini-makeups, faithful replicas of its standard formats, alongside strong merchandising that could theatrically showcase the offer at the point of sale.

Among the three concepts presented, “My little black box,” an astonishing and luxurious cube, was chosen. Drawing inspiration from the square and cubic shapes prevalent in the brand’s identity, as well as the Rubik’s Cube, the proposed cube caught the marketing teams’ attention due to its strong identity and innovative character: a magical cube that opens to reveal a selection of mini-makeups. The chain ending in a safety pin evokes the punk-rock spirit of the English brand.

The storage unit takes inspiration from the brand’s makeup palette to present and enhance a selection of several “smart boxes” arranged in a grid layout.

AREAS OF EXPERTISE

Structural design
Limited edition
Copywriting
Merchandising