Chanel’s packaging for their products is spotless, prestigious and luxurious. The use of black and gold convey that they are expensive and plush, which is an impression that the brand want to give. The boxes for their products are like a present, which feels more personal to anyone who is lucky enough to have something from Chanel and as if they are being graced with something others can’t have. This high class, clean look is often translated in their editorials. The models are in elegant positions wearing fitted Chanel clothes with enviable style and poise.
The process and creation of Chanel's packaging has had a lot of thought and effort put into it, which is translated through the sleek, high quality finish of their boxes and their products. In addition to this, the intention of the products is to enable the buyer to have an 'experience' when opening and owning their product. I read an interview with the Seniors of package development in Paris for Chanel, Scott Widro and Michael Dupuis, that outlined interesting information when it comes to the packaging for Chanel.
As it is a private company, they source materials for the packaging so that they come from the best quality distributors. "One of Chanel's secrets to success is their desire to partner with their packaging suppliers and forge long-term relationships." (Romanik, 2009) which shows that Chanel puts thought and care into creating the packaging in order to get the best standard out of their suppliers. It is important to have relationships with them as the personal side between the company and the suppliers echoes from the packaging to the consumer.
'"We try to keep it simple and but elegant at the same time," says Widro. "There are not a lot of colors in the Chanel world." Aside from making the black as deeply black as possible, the Chanel palette rarely strays far from white, gold, beige, silver, and pink. Coco Chanel was definitely not a fan of heavy decoration, and believed that black and white, straight lines, and rectangular designs represented purity.' (Romanik, 2009). This is obvious when looking at their packaging, and is aesthetically pleasing as it is not overdecorated and looks simple. However this simplicity is not seen as plain but rather classy and 'clean'. This is translated throughout everything that Chanel creates, whether it be makeup, packaging or accessories.
'Chanel is an exclusive brand that everyone aspires to and everyone wants to touch.' (Romanik, 2009). This is something that is known throughout the world; Chanel is not accessible to everyone and they want to make it known to those that buy their products that they are lucky enough to acquire this gift of luxury.
Therefore, I need to be able to translate this within my shoots. Chanel want to give the image that they are untouchable to some, and they are almost above others. In addition to this, in some form they have the reputation of being neat and immaculate, which can be adapted into my looks either through makeup, hair, fashion or editing.
References/Sources
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