Selkie: Hair for those who care
Creating sustainable mailer packaging that feels just as thoughtful as the products inside. With an innovative reduced-waste approach and a passion for naturally formulated haircare, the founder wished to redesign the unboxing experience to better communicate the brand's mission while creating a more personal connection with every customer.
The brief required additional information to be communicated to the previous design highlights, without overwhelming the customer. The focus would become organising and sequencing the content to create a more intuitive unboxing experience.
Previous Mailer Box Design
Mailer Box Design BEFORE
Every design decision needed to feel like a natural extension of the existing brand. This included introducing a complementary display typeface, and refining the hierarchy of the messaging so that the new mailer felt refreshed, cohesive, considered and unmistakably Selkie.
Exploring Designs
This stage focused on experimentation—printing rough prototypes to understand how the products, packaging and messaging worked together as a physical experience.
Information was intentionally arranged to mirror the customer's journey: welcoming them into the brand first, introducing the products second, and revealing practical guidance as the product is lifted. This allowed the packaging to feel less like an instruction manual and more like an extension of the Selkie story.
Credit: Left image sourced from Selkie’s website. Right image from Selkie’s social media.
A complementary display typeface now brings greater emphasis to the brand mission, while a handwritten script adds warmth and a personal touch to the founder's welcome message. A purple background was landed on, emphasising legibility. Storytelling elements, including the meaning behind the name Selkie, deepen the customer's connection with the brand, while the outer mailer reinforces the logo, tagline and ethical positioning from the very first impression.
Final Mailer Design
Alongside the mailer box, a complementary insert was designed to continue the unboxing experience. The following concepts explore different approaches to hierarchy, messaging and layout before arriving at the final designs.
The Insert Design
It all starts with an idea.
The result is a packaging experience that informs, reassures and connects—bringing Selkie's mission to life from the moment the box is opened.
Whether you're launching something new or ready for your next chapter, I'd love to help bring your vision to life.