Design Interview
Daniela Pakzad, Bijan Fragrance
Ask Daniela Pakzad to describe her ideal job and she'll tell you she already has it. As vice president of creative services for Bijan Fragrances (Beverly Hills, CA), she is charged with conceptualizing and realizing a seemingly never-ending flow of new products. And while keeping track of all the details associated with those products may at times seem exhausting, Pakzad takes comfort in the relatively unlimited creative freedom she is afforded.
"Although one- or two-color stock packaging is probably more cost-effective for some companies, we like to use original concepts because they make our packages more interesting, albeit more costly," Pakzad says. "Bijan's philosophy has always been about being luxuriously different from the norm, and they've been incredibly understanding about the image that should be portrayed to the consumer."
Pakzad's introduction to Bijan's packaging philosophy occurred in 1987, when she answered an open call to design ancillary products for Bijan's signature fragrances. Pakzad took a lavishly fragranced loose body powder, added an Australian lamb's-wool puff and an old-fashioned powder drum and sifter, and set it all into a book-shaped fabric box. "It was targeted to an exclusive distribution with a high price point," she says. "The presentation and ritual of opening a quality item should be an experience at each and every use, so I brought a lot of quality material and detail into the project."
Not only was her submission added to the product line, but Bijan hired her to be the design liaison between the company and its design firm, Coy Studio, whereby she learned the basics of negotiating, trafficking, and implementing teamwork. As Bijan Fragrances expanded, its need for an in-house design studio increased and Pakzad was selected to head the company's creative studios, reporting to Sally Yeh, president; and cofounder Bijan himself.
In 1992 she was made vice president of creative services. "I have so many incredible memories," she exclaims. "Starting a design studio; managing the flow of projects and designers; conceptualizing, developing, designing, and producing various new fragrance lines; interacting with international glass manufacturers, printers, and suppliers; and understanding the needs of our sales force and the competitive nature in which the fragrance/cosmetic world turns."
Pakzad's impressive portfolio of fragrance and ancillary-product designs includes Bijan for Women and Men, DNA for Women and Men, Michael Jordan Cologne, and Jordan by Michael, as well as private- label designs for exclusive hotels and residences around the world, plus the much-awaited spring 2001 launch of Bijan with a Twist for Women and Men. (See CPC Packaging, November/December 2000, "The File: Cosmetic.")
Pakzad credits her design team with aiding her in handling daily challenges. "It helps to have a great cre ative team when facing challenges," she says. "I've learned an important lesson through the years - you're only as good as who you work with."