Pearlfisher redesigned and rebranded Tria Beauty.

Just in time for Tria Beauty’s launch at Sephora the beauty tool’s packaging was given a makeover. Pearlfisher created a new brand identity for the laser-based skin care products. Tria Beauty’s high-tech beauty tools include the Hair Removal Laser 4X, and the Skin Perfecting Blue Light.

The goal of the redesign was to promote the brand’s positioning as an advanced skin care tool that combines technology and beauty. Its new look was also designed to better reflect the new tagline, “See beauty in a new light.”

“We have brought the two worlds together by combining soft, feminine cues with precision and technology to communicate both the functional and emotional benefits of light in meeting beauty needs,” explains Jonathan Ford, founding partner, chief creative officer, Pearlfisher.

The Challenges

Pearlfisher thought about how the 3 different colors would look side-by-side on store shelves.

The project presented a few design challenges, one of which was the fact that the packaging had to be sturdy and protective, but also look special and prestige.

“We wanted to create an intimate and indulgent unboxing experience,” explains Hamish Campbell, creative director, Pearlfisher. He adds, “But we still had to ensure that the devices were appropriately protected. We also needed to maintain a consistent experience across the range of their devices, all of which are different shapes and sizes.”

Ford and Campbell’s team at Pearlfisher working on this project also included Simone Fabricius, design director and Tess Wicksteed, strategy director.


Conveying “Light”

Ford says the team focused on the “essence of light” when creating the new design – and it shows. The boxes seem to emit a soft glow, or radiance, from behind the color.

Ford describes the color pattern as “a continuous spectrum of color,” and it was designed to represent how Tria’s products work, which are based on light-based technology.

Pearlfisher used different colors to represent different products in the collection.

Tria has three product categories and each is represented by a different section of the color spectrum. “The spectrum was printed as gradual vignettes on soft touch paperboard to achieve the desired effect and the design lent itself well to lithographic printing,” explains Campbell.

In addition, the team thought about merchandising the product when creating the design. “When the range of products is side-by-side on store shelves, the full spectrum of color comes to life, creating a unique and powerful expression,” explains Ford.

Custom typography was also designed for the brand, which Ford describes as a mix of soft curves with straight lines.


The Result

Tria Beauty was happy with the new look, which was just in time for the brand to launch at Sephora stores.

“The new design wonderfully reflects Tria Beauty’s revolutionary light-based skin care, emphasizing the products whilst highlighting its professional effectiveness,” says Tim Bunch, vice president/general manger of North America, Tria Beauty.