Naming and Packaging Design

Purgatorio is an exclusive design project born from the collaboration with Eurolabel, Avery Dennison, and Estal, merging the art of perfumery with the excellence of packaging. This Eau de Parfum, featuring notes of incense and palo santo, stands out not only for its fragrance but also for the concept behind its packaging, symbolizing a journey from hell to paradise, passing through purgatory, as narrated by Dante.

clients

Eurolabel, Avery Dennison, Estal

concept and design

Andrea Castelletti Studio

photo

Marco Biancucci

awards

🏅 Shortlist, 66° Design Annual, Communication Arts

The project was developed with the precise goal of creating inclusive packaging, ensuring that every choice reflected this commitment.

To facilitate accessibility for people with visual impairments, an ultra-legible font was selected, making the text easier to read. High-relief braille was incorporated, ensuring that tactile elements are prominent, and the use of various materials and tactile finishes was carefully considered to enhance the sensory experience. The inclusivity of the packaging reaches its full potential with the integration of an NFC tag, which offers a direct link to an accessible web page, providing audio content to further engage users.

The design of Estal’s Da Attico® bottle, characterized by three distinct levels, inspired a unique tactile sensory experience. The base of the bottle, symbolizing hell, is covered with a Velvet Black Fasson® label, velvety to the touch and embellished with gold foil stamping of a famous verse from Dante’s Inferno. The central part, representing purgatory, is wrapped in a label made from Fasson® rSiena Bianco, a paper that is 50% recycled and features a refined herringbone embossing. On this label, the name Purgatorio is printed with glossy black foil and cusp embossing, along with the high-relief braille and a golden seal hiding an RFID Tag.

The upper part of the bottle, representing paradise, is adorned with a starry vault printed in gold foil on transparent material. A cork closure completes this multisensory experience, creating a perfect balance between design, touch, and scent.

Purgatorio is not just a perfume; it is a journey through Dante’s realms, transformed into a sensory experience. The project was developed with the valuable technical support of the Fondazione Istituto dei Ciechi di Milano, ensuring it is as inclusive as possible.

Naming and Packaging Design

awards

🏅 Shortlist, 66° Design Annual, Communication Arts

The project was developed with the precise goal of creating inclusive packaging, ensuring that every choice reflected this commitment.

clients

Eurolabel, Avery Dennison, Estal

concept and design

Andrea Castelletti Studio

photo

Marco Biancucci

Naming and Packaging Design

Naming and Packaging Design

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