Jonny Lu, a London based designer specialising in print and interactive design as well as art direction, is behind this beautiful packaging for Victoria Beckham's newly launched online shop. It features her Ready To Wear line, which itself includes a number of minimalist pieces.
Produced by Progress, the packaging features three piece shoulder boxes with flush lids, which are made from a high gloss white base and inner, with a contrasting raw kraft paper sheet lid. The branding is a gloss white foil block with a universal size over the range.
This package design certainly has an understated elegance to it and perhaps a surprising colour choice, but I personally think it works very well.