Packaging

The packaging/brand base colour

"Firstly we developed a U'luvka colour palette to ensure right emotive values were being triggered (Desired, luxury, premium). We then carried out three-phase silkscreen proofing on uncoated papers. Fifty paper colours were chosen and each sheet had the same solid magenta screen applied to it. The results were dramatic, as the magenta either reacted with, or enhanced the colour of the paper beneath. Solid magenta on a deep black paper stock was unanimously chosen, and we went through a final refinement of this choice to achieve an exact deep burgundy tone."