Packaging played a pivotal role in establishing Donna Bella’s new brand identity, serving as the most tangible point of connection between the customer and the brand through sight, touch, and visual experience. While the packaging needed to hold the same products and communicate the same information as before, every aspect — from layout to component to visual hierarchy — was completely reimagined to embody the refreshed brand aesthetic. I also identified and sourced premium materials and finishes that elevated the tactile experience while prioritizing sustainability.

Given our broad audience and the upcoming expansion into retail, I aimed to create packaging that was innovative, durable, and visually striking — ensuring that it would remain consistent and polished whether displayed in salons, shipped directly, or featured on store shelves. It was essential that our visual displays are unique, striking, elevated and imaginative. Drawing inspiration from unique component shapes in the high-fashion industry, I collaborated closely with our packaging and warehouse teams to develop a tapered box design that could both protect and beautifully showcase the product while simultaneously conveying a bold design statement.

Donna Bella’s products reach a diverse audience — sold online, directly to salons, and anticipated to enter retail stores in 2026. With this knowledge, I wanted the packaging design to catch the consumers eye by utilizing bold color while clearly establishing the aesthetic of the brand. Targeting primarily women ages 20–45 within mid- to high-end consumer segments, it was essential to select materials that conveyed a sense of luxury while maintaining a bright, distinctive design to elevate brand awareness and visibility in a competitive beauty retail environment.