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Cellox Purify Decor



Creative Agency: Yindee Design
Creative Director: Anuchit Panyawatchara
Designers: Walailuk Dechasiriphong, Chanis Hirunyasupasin
Project Type: Produced, Commercial Work
Client: Berli Jucker Thailand
Location: Bangkok, Thailand
Packaging Contents: Facial tissues
Packaging Substrate / Materials: Hard Paper
Printing Process: Off-set printing / Emboss-Deboss

Tissue boxes have been taken for granted. One could say that tissue box is just tissue box. Its job is to keep the tissue paper inside neat and clean, looking better than average is a plus, and that’s it. Daringly, we took a different approach on this subject. We were making the never-seen-before tissue box. We aimed our box to be ‘atmospheric’ which suggests ‘place it wherever and the place looks better.’

At first, we considered making stunning graphic design. Several designs were created, but they all somehow lacked of something despite looking distinctive from one another. Then we looked back at the core element that made a room beautiful and we finally found our main feature.

The rawness of materials was chosen to be developed on. We placed it atop of the box. The shine of marble and the natural texture of wood were replicated. The touch and appearance of these boxes were made as closest to the real material as paper could attribute.

The hardest part of this project is the corporate identity. With cellox’s huge white and light blue logo, this concept cannot reach the utmost simplicity of raw material. We asked our clients if they agreed to have another version of logo that’d compromise with the designs. They gladly approved.

This collection is stunningly simple yet elegant. Now these atmosphere enhancers can be found in any supermarket in Thailand.



What's Unique?
This collection looks quite plain because they were inspired by rawness of materials. In contrast, they stand out on the shelf due to their unrivaled tasteful simplicity.






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