Agency: Redfire
Creative Director: Colin Downing
Design Director: Lans Jiang
Location: New Zealand
Project Type: Produced
Client: Lords + Angels
Product Launch Location: Global
Packaging Contents: Power Hydration Ampoules
Packaging Substrate / Materials: Glass bottle, Cardboard, Tissue
Printing Process: Matt laminate, Debossed and Foiled

Lords + Angels is a premium unisex skincare brand combining clinical research, scientific insights and natural botanicals.

Our goal was to design premium packaging that provided a sensory experience and delight when opened.

Our brief for this start-up included developing the brand strategy, positioning, naming, brand identity and packaging design. We pretty much had a free hand to create the brand, with our only directive – to incorporate science-backed research and develop a unisex brand name.

We positioned Lords + Angels as an Alchemist archetype, blending science and spiritual empowerment. We drew inspiration from the Notre-Dame and an architectural concept for rebuilding the old cathedral after the fire in 2019. This blend of old and new was a catalyst for our overarching brand identity and design.

True to an Alchemist archetype, The Lords + Angels brand identity blends old-style Feijoa typography, with sans-serif Söhne ( by Klim Type Foundry) representing science. The crosshatch pattern derived from the + in the identity and bold colour system inspired by stained glass windows is used across all brand touchpoints.

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