Pure Designs Yardley’s 250th Anniversary Packaging

2020 marks 250 years since the House of Yardley was first established and to herald in Yardley’s 250th anniversary Nottingham based brand & packaging specialist Pure was commissioned to redesign the packaging for its Classics fragrance range.

Pure’s creative director David Rogers said, “Yardley boasts a tradition and lineage most perfumery houses can only dream about. It was an honour to be a part of this milestone in the brand’s history.”

As you would expect, Yardley wanted to communicate the anniversary on packs but also challenged Pure to refresh and evolve the design to highlight the “naturalness” of the products.

Five of Pure’s design proposals were put into consumer research including one packaging concept that featured the color black, which challe