Essie

Brand experience in a box

To celebrate the summer launch of Essie’s Riviera Rush collection, we designed a gifting experience that transported recipients to the sun-soaked glamour of the Italian riviera. The mailer embodied themes of play, nostalgia, and carefree luxury—bringing the essence of a mediterranean summer straight to their fingertips. Inspired by gelato by the sea and golden coastal days, the mailer showcased the collection’s creamy pastels and bold brights in a playful yet elevated format. Nail polish shades were revealed through ice cream–style “pints,” each containing a Riviera Rush color alongside branded game pieces. Beneath, a hidden drawer unveiled a custom-designed backgammon set as an invitation to unwind and enjoy the longer moments of summer to mirrored the spirit of the collection.

DESIGN DETAIL SPOTLIGHT

The backgammon set was reimagined in sunlit yellow and Riviera brights, making it both a keepsake and a shareable moment for summer gatherings. By pairing the polishes with a timeless game, the mailer extended beyond beauty to embody lifestyle, encouraging recipients to integrate the Riviera Rush spirit into their seasonal rituals.

RECIPIENTS

100 top-tier creators and influencers