The Ordinary’s existing packaging is clear and functional, but it is typically discarded immediately after purchase. While the brand emphasizes transparency, integrity, and sustainability, the packaging itself does little to encourage longevity or emotional connection. The challenge was to design packaging that users would want to keep, without straying from the brand’s understated and clinical aesthetic.
Research: Mood boards, inspiration, analysis, and background research.
I began by reviewing The Ordinary’s current packaging system, focusing on structure, hierarchy, and how users interact with it after purchase. While the packaging communicates information effectively, it serves a single purpose and is often thrown away. I also considered how people store their skincare, whether in drawers or on open shelving, and identified an opportunity to design packaging that better fits those real-life behaviours.
Ideation: Sketches, brainstorming, wireframes, and concept development.
Building on these insights, I explored ways to elevate the packaging through structure and interaction rather than excess materials or decoration. Early concepts focused on form, visibility, and reuse, which led to experimenting with non-traditional shapes, die cuts, and internal inserts. The goal was to create a package that transitions from functional to decorative, giving users a reason to keep and display it.
The final redesign turns The Ordinary’s packaging into something users actually want to keep. Through thoughtful structure, clear product identification, and an interactive insert, the packaging becomes both functional and display-worthy while staying true to the brand’s clean, minimal identity. This project highlights my approach to designing with intention, finding the balance between aesthetics, usability, and sustainability to create solutions that feel considered, practical, and meaningful.
