Essie

Brand experience in a box

Created for 100 top-tier creators and influencers, this gifting experience celebrated the launch of Essie’s Riviera Rush collection by transporting recipients to the sun-soaked glamour of the Italian Riviera. Inspired by gelato by the sea and carefree coastal days, the mailer combined playful nostalgia with elevated design, showcasing the collection’s vibrant shades through a discovery-led unboxing designed to spark content creation and seasonal storytelling.

DESIGN DETAIL SPOTLIGHT

Nail polish shades were presented in ice cream-inspired “pints,” each paired with branded game pieces for a playful reveal. Beneath, a hidden drawer unveiled a custom-designed backgammon set in sunlit yellow and Riviera brights, transforming the mailer into a keepsake that extended beyond beauty and captured the relaxed luxury of a Mediterranean summer.

Essie summer Riviera Rush nail polish collection within ice cream boxes with backgammon set and branded newspaper
Essie summer Riviera Rush nail polish collection within ice cream boxes with backgammon set and branded newspaper
Essie summer Riviera Rush nail polish collection within ice cream boxes with backgammon set and branded newspaper
Essie summer Riviera Rush nail polish collection within ice cream boxes with backgammon set and branded newspaper
Essie summer Riviera Rush nail polish collection within ice cream boxes with backgammon set and branded newspaper
Essie summer Riviera Rush nail polish collection within ice cream boxes with backgammon set and branded newspaper
Essie summer Riviera Rush nail polish collection within ice cream boxes with backgammon set and branded newspaper