Emma Hardie Packaging Refresh
Jessie Cohen
Emma Hardie
A proudly British luxury skincare brand, retailing with the likes of Space NK and M&S, delivering spa-like experiences with a natural and botanical product range.
The challenge
Emma Hardie’s packaging range was in need of a refresh: even though it felt premium and looked professional, every product in the line looked the same, making it difficult for users to understand each product at a glance as well as creating a potential risk of user fatigue.
The solution
Joining the team as a freelance designer, I first photographed their existing product range to help replenish their web and social image bank. Following this, I refreshed their entire product packaging from concept to artwork delivery, including preparing the packaging dielines to a print-ready standard, introducing hierarchy through colour-coded ranges as well as improved type hierarchy. I also worked on a range of other creative briefs for the brand, from trade show point of sale design to printed editorial features in retailer magazines.
This project contains mood board & conceptual imagery, used solely for illustrative purposes. No copyright infringement is intended.
Scope
Artworking, Art direction, Brand design, Creative direction, Editorial design, Packaging design, Photography, Point of sale / Retail design, Print production
A strong brand has a story worth telling.
I helped Emma Hardie uncover opportunity areas with early brand strategy work. This work led to conversations around packaging, print and digital touch points we would work together to evolve in line with the brand’s ethos and values.
Emma Hardie’s packaging felt premium to the touch yet faced an issue with product differentiation. I worked with the team to refresh the design from concept to dieline artworking and delivery, introducing colour ranges and improved typography hierarchy.
Another packaging line I had the opportunity to work on from concept to dieline artworking was the 2018 Christmas range, which sold out in several Space NK retail stores that year.
Other projects I helped the team with include advertorial layout, digital and print artworking for the like of M&S Magazine and Zalando, as well as booth and POS concept designs for trade show events.
Design takeaways
Emma Hardie was my first client won through cold pitching. I shared a brief design proposal by email, and was invited into their London offices shortly later to meet the team and pitch a full proposal for my design and branding services. I went on to work with the brand for several months as a freelance designer, in direct communication with the Marketing and Production teams.
Luxury skincare design relies on restraint. From generous white space and calming layouts to subtle hierarchy and minimal visual noise. These are all important considerations to convey a sense of brand heritage, expertise and confidence.
Product photography should emphasise texture and atmosphere, rather than hard-selling features, and it should ensure to be consistent across all products in the line in terms of branding and material finish.
Let’s work together
If you have a similar project you’d love a new design perspective on, get in touch with me at hello@chromakane.com – I look forward to finding out about your brand’s story.
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Posted May 13, 2026
Redesigned packaging for a luxury skincare brand to improve product differentiation and appeal.
