12.05.14
Gina Rokose, design director at Elizabeth Arden, comments on the winning design: “The John Varvatos Artisan Acqua carton continues the luxurious craftsmanship of the John Varvatos brand. I wanted to create a design that had a unique custom-made look and feel, yet still was very masculine. The rugged embossed finish and color gradations convey this masculine artisan appeal.”
Still, creating the multi-level embossed ‘sand’ pattern, which is inspired by Mediterranean beaches, was not a simple process. Rokose says, “The most challenging aspect was making the design look home-crafted yet with a modern edge. I feel this was accomplished through the simplicity of the logo versus the craft paper behind it. I also faced the challenge of keeping the special effects such as the tight embossing and contrasting finishes within our budget.”