- Agency: Jo Cutri Studio
- Client: Ely Body
- Category: Packaging Design — Fashion & Beauty
- Location: Melbourne, Australia
- Project Brief: Create packaging design for Ely Body that brings an energetic, contemporary feel to everyday body care through Memphis-inspired geometry, playful compositions, and refined colors.
Fashion and beauty packaging that cites a design movement lives or dies on how well it earns the reference. Jo Cutri Studio grounds Ely Body care in the 1980s Italian Memphis movement, translating its bold geometry into a tube system of stacked pastel blocks and candy stripes.
Color does the sorting across the range. Milky Monoi runs mint and lilac, Cherry on Top pairs cream and green, and Very Vanilla stacks pink over teal, so three scents read as one family while each holds its own shelf presence.
The striped bands are the Memphis signature. Contrasting strips slice each tube into zones and set flat fields clashing against pattern, the exact move that defined the movement's furniture and textiles.
The type keeps the loud palette in check. A wide gold ELY wordmark sits centered on every tube, and tight sans-serif scent names sit below in a matching zone, so the busy geometry still reads clean at a glance.
The fluted caps lift the whole thing. Ridged, column-like lids give each tube a sculptural, almost ceramic top, so the range reads as an object for the bathroom shelf rather than packaging you hide in a cabinet.
