Jamie Matusow, Editor-In-Chief12.02.24
Westman Atelier is a standout in the premium cosmetic market, both for its products and for its simple, but elegant packaging. The brand has elevated the look of "beauty sticks"—with its custom designs for stick packaging.
Angela Piner, Chief Design Officer at Westman Atelier explains about how she envisioned the brand aesthetic and how she creates a compelling story through the packaging, in the Q&A below.
The aesthetic of the launch was primarily in stick format because I wanted to create a different structure than what was seen in the market.
As a new brand launching, it was important to differentiate ourselves. The stick format was a staple in the industry and truly a challenge to innovate. I created a new silhouette/structure and aesthetic not seen before.
This award-winning unique structure and proportion with a magnetic closure, along with many other design details, has inspired brands and manufacturers across the beauty landscape—a nod to this innovation.
Packaging is the extension of the brand identity and a key medium of communication between brands and consumers. It is usually the first visual cue to consumers, and the packaging is immediately recognizable with these distinct visual cues.
This package is a refillable system, which incorporates a tool that enhances the application of the formula via the removable ball applicator (patent by TNT).
The gold removable stainless-steel ball is held by magnetization. It offers unlimited fluid movement, as well as a cold-effect contact surface that is increased by 300% compared to a classic roll-on applicator, which helps de-puff and boost circulation during application of the product.
This refillable custom package follows the brand aesthetic. To maintain these brand codes, the base had to be flush with the bottle, and a refill key was created to insert into the top reservoir to push out the refill and avoid having finger notches or other aesthetic disruptions.
Color is an important brand code as all the package colors in the line are custom, and very unique. I work closely with our Brand Founder, Gucci Westman, creating and selecting the colors for the line.
We always say there are “no rules” as we still respect the brand codes but we like to have fun with color as we expand the line. This particular paint color, a custom soft white with a whisper of pink was created for our first skincare product, and was a difficult process to achieve the color as well as the unique matte tactile feel.
This includes the innovative silhouette/structure proportion; the custom thickness of the aluminum metal to achieve a deep defined debossed logo and sharp radii; a debossed inner cap branding; and the thin reveal detail on the base.
The notable aesthetic details of the lipstick are a sleek metal a-shell and a lock-and-key base finished in a champagne gold hue. A “mirror” in the cap for touch-ups on the go is actually not a mirror, but a highly polished metallized part. The color is a custom shade of gloss nude with champagne details.
This process is a complex one optimizing design, functionality, manufacturing processes, and product. I am lucky to do this with my small but incredibly talented team that really cares about the end result, which makes all the difference.
Angela Piner, Chief Design Officer at Westman Atelier explains about how she envisioned the brand aesthetic and how she creates a compelling story through the packaging, in the Q&A below.
Q: What was Westman Atelier's debut launch?
A: Westman Atelier launched silicone-free foundation, contour, and highlight sticks, as well as bronzer and highlighter in a compact format.The aesthetic of the launch was primarily in stick format because I wanted to create a different structure than what was seen in the market.
As a new brand launching, it was important to differentiate ourselves. The stick format was a staple in the industry and truly a challenge to innovate. I created a new silhouette/structure and aesthetic not seen before.
This award-winning unique structure and proportion with a magnetic closure, along with many other design details, has inspired brands and manufacturers across the beauty landscape—a nod to this innovation.
Q: How is a brand able to create a compelling story through packaging?
A: One of the core pillars of Westman Atelier is our packaging—from creation, to craftsmanship to customer experience.Packaging is the extension of the brand identity and a key medium of communication between brands and consumers. It is usually the first visual cue to consumers, and the packaging is immediately recognizable with these distinct visual cues.
Westman Atelier’s Skin Activator Rollerball
Q: Please describe a package you recently developed—and what makes it innovative? What were the challenges?
A: The Westman Atelier Skin Activator Rollerball recently won the prestigious Formes De Luxe Package Design award in the Skincare Refill category.This package is a refillable system, which incorporates a tool that enhances the application of the formula via the removable ball applicator (patent by TNT).
The gold removable stainless-steel ball is held by magnetization. It offers unlimited fluid movement, as well as a cold-effect contact surface that is increased by 300% compared to a classic roll-on applicator, which helps de-puff and boost circulation during application of the product.
Q: How does this differ from other application features?
A: The integrated pump system delivers the formula without risk of air return or contamination. The ball can be completely removed and stored in the freezer for added benefit.This refillable custom package follows the brand aesthetic. To maintain these brand codes, the base had to be flush with the bottle, and a refill key was created to insert into the top reservoir to push out the refill and avoid having finger notches or other aesthetic disruptions.
Q: How did you choose the colors and decide on the functionality?
A: As with any innovation, this package required a lot of trial and error to optimize the ease of use for the consumer. We conducted many trials of modified versions to validate the functionality.Color is an important brand code as all the package colors in the line are custom, and very unique. I work closely with our Brand Founder, Gucci Westman, creating and selecting the colors for the line.
We always say there are “no rules” as we still respect the brand codes but we like to have fun with color as we expand the line. This particular paint color, a custom soft white with a whisper of pink was created for our first skincare product, and was a difficult process to achieve the color as well as the unique matte tactile feel.
Westman Atelier’s Baby Cheeks Blush
Q: What can you tell us about the packaging for Westman Atelier's Lip Suede Matte Lipstick?
A: Westman Atelier Lip Suede Matte Lipstick is our first bullet lipstick format in a refillable metal case. The package design has a patent pending and follows the brand aesthetic.This includes the innovative silhouette/structure proportion; the custom thickness of the aluminum metal to achieve a deep defined debossed logo and sharp radii; a debossed inner cap branding; and the thin reveal detail on the base.
The notable aesthetic details of the lipstick are a sleek metal a-shell and a lock-and-key base finished in a champagne gold hue. A “mirror” in the cap for touch-ups on the go is actually not a mirror, but a highly polished metallized part. The color is a custom shade of gloss nude with champagne details.
Westman Atelier’s Lip Suede Matte Lipstick
Q: What challenges do you face in creating the packaging for Westman Atelier?
A: I think creating a custom luxury good at this level is always challenging as you try to maintain a high level of quality and craftsmanship. Consistency in quality is critical. There is always a level of time constraint which makes anticipating any issues extremely important.This process is a complex one optimizing design, functionality, manufacturing processes, and product. I am lucky to do this with my small but incredibly talented team that really cares about the end result, which makes all the difference.
