Wheaton developed the packaging for the new Just Cavalli “Give Me Magic” line based on an approach that integrates innovation, decoration technology, and brand narrative construction.
Every detail of the bottle was designed so that its design would arrive even before the fragrance, transforming the glass into an extension of its personality, mystery, and boldness, where design and performance come together to create a sensory experience from the first glance.
In this launch, the bottle not only packages the product, but also takes on the role of protagonist. It becomes a canvas, texture, and atmosphere, anticipating the identity of the fragrance and reinforcing the visual impact as the first point of connection with the consumer. The project was developed in 90ml and 30ml versions, both with exclusive decoration solutions that highlight Wheaton’s technical and creative versatility in the fine perfumery segment.
Technology applied to differentiation
The main challenge of the project was to translate the brand’s urban and contemporary concept into a sophisticated aesthetic solution without compromising the technical precision and quality of the glass. For the 90ml version, Wheaton applied translucent green paint for the men’s fragrance and purple for the women’s, creating visual depth and allowing the contents to interact with light in a dynamic way.
Complementing this base, a textured interrupted paint with a droplet effect was developed, giving the bottle an appearance reminiscent of concrete. This combination of finishes creates a contrast between opaque and translucent, reinforcing the materiality of the glass and adding sensory layers to the product experience.
The urban gradient that reveals and conceals
The aesthetic defined as “concrete in gradient” visually translates the concept of the collection. The finish starts with a denser, more opaque surface that gradually dissolves into translucency, revealing the interior of the bottle. This symbolic movement reinforces the mystery of the fragrance and invites the eye to explore the object, creating a visual narrative consistent with the Just Cavalli universe.
The finishing touch is provided by the neon-colored screen printing, applied with technical precision to highlight the product name. This element adds chromatic contrast and reinforces the contemporary and urban aura of the collection, balancing sophistication and boldness.
Design that conveys identity and performance
More than just visual impact, Give Me Magic packaging communicates values of freedom, self-expression, and intensity. The textured surface, combined with painting and screen printing solutions, highlights attention to detail and elevates the perceived value of the product at the point of sale.
For Wheaton, this project reaffirms its commitment to developing packaging that combines design, technology, and emotion, shaping the future of glass as a strategic element in brand building. In partnership with the Interparfums Group, the launch has established itself as a success story that demonstrates how packaging can tell stories, arouse desire, and transform the first contact into a memorable experience.