Recreation Bondi Beach

by Depot Creative

Structural Design/Branding and Packaging for a range of natural fragrances created in Bondi Beach, Australia.

The Brief:
To create branding and packaging both structural as well as graphic for a range of new natural fragrances created in Bondi Beach, Australia. The brand celebrates women. Recreation is a feeling of freedom, a wash of colour in a grey world, a personal treat. It's for women who lead healthy active lifestyles and believe in self improvement and preserving the planet.

The Solution:
Recreation Beauty commissioned us to create a brand with attitude and confidence for those sophisticated, glamorous bohemians who believe in inner freedom, strength and natural beauty.

With that,the brand mark embodies female empowerment. The stylised ‘R’ is inspired by the iconic image of the woman sleeve rolled up, from the WW2 ‘We Can Do It’ campaign. The ‘R’, the visual shorthand for Recreation dominates the packaging as the brands’ hallmark of confidence. The infill of the mark, a subtle pink, blue and yellow graduation, echoes the twilight beach skies of Bondi.

The word mark uses rigorously even fine line typography that uses geometric shapes and clear definition.

An asymmetric layout has been purposefully used to give the packaging sufficient ‘tension’ for the three visual elements to work both together and in isolation within the space. The vertical type describing the fragrance is through its orientation and font style given a unique visible position without it overshadowing the brand mark elements.

With the bottle design we explored the intrinsic beauty of basic geometry. Arriving at a bottle that is a softened hexagon. The solid clear pedestal gives it visual gravitas. We wanted the bottle to have a simple beauty, nothing over engineered. For it to nestle in the hand but have some weight—playing on the perception of value based on weight—heavier...


Silver in Packaging Design 2019

Created by:

Design Director

Angela Spindler

Design Company

Depot Creative


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Recreation Beauty Bondi Beach

Design Team

Angela Spindler: Creative Director/Designer Charlie Payne: Industrial Designer Andrew Simpson: Industrial Designer


Entrant Companies

Depot Creative, AU

Individual Credits

Creative Director/Designer: Angela Spindler, Depot Creative
Industrial Designer: Charlie Payne, Vert Industrial Design House