Nature Is Muse For Aveda

GDUSA is publishing a series of stories on our favorite recent designs, in conjunction with the Idea Shop by Neenah, a powerful resource to help creatives effectively use paper-based materials to reimagine dynamic and effective solutions.  


Sustainability Is Forefront For This Brand

The Aveda x 3.1 Phillip Lim 2021 Holiday Collection features limited-edition hair accessories and gift packaging that celebrates the botanical world of beauty and purposeful spirit of giving. Available globally, each element of the collaborative Aveda x 3.1 Phillip Lim collection blooms with botanical-inspired graphics and vivid colors from nature for a joyous and unexpected expression of the holiday season. “This collection embodies our joint appreciation of the gifts of nature. Nature is our muse for everything we do: from the flower and plant essences we use in our products to the creative expression of our brands and our collections,” explains Barbara De Laere, Global Brand President of Aveda.



With a passion for sustainability at the forefront of each brand’s mission, the functionality and materials used for the Holiday Collection accessories and gift packaging were a top priority. The teams worked closely to ensure that the elements selected were high-quality and sustainability-driven to further evoke thoughtful gifting. This included the use of organic cotton, PET bottles and jars that contain 100% recycled materials, and Neenah’s 100% post consumer waste CONSERVATION® Papers for box wrap (100 lb. Text) and sleeves (100 lb. Cover).



In addition to their use as holiday gift packaging, consumers can reuse or display the gift boxes as miniature works of botanical art by simply removing and recycling the paper sleeve. Premium gift sets were wrapped in the bold prints, while the black “label” with debossing detail on the top of the box provided a clean setting for the collaboration logos. Other gift set boxes worked cohesively by having the print wrap around the lip of the box lid, adding visual balance to the overall packaging program. The gift bags were designed with an elevated all-black look, using the bold prints only on the side gussets. And the gift card envelope is classic and refined, but when opened a burst of botanicals are revealed. The ornament box was encapsulated with the bold print, allowing each facet to show a different variation.


Says Phillip Lim, Creative Director and Co-Founder of 3.1 Phillip Lim: “Developing this collection felt like a natural evolution of our relationship with Aveda. It is through our shared values to protect and care for the planet, that we can bring natural beauty and joy to the simple rituals of life. Mother nature thrives when given the space to move through her natural cycles; we wanted to harness that spirit into thoughtful gifting for a loved one to flourish and thrive.”