Beyond the Box: Laura Moffitt on Innovating Packaging Design at L'Oréal [Speaker Spotlight]

As the visionary Director of Packaging Design at L'Oréal, Laura Moffitt steers the global packaging initiatives for Youth to the People, a cutting-edge skincare brand at the intersection of science and superfoods. Laura’s role extends beyond traditional boundaries as she spearheads the development of the brand’s core products, limited editions, and special kits. Her collaborative approach with cross-functional teams ensures that every design strategy not only aligns with but enhances the brand's identity.

In addition to her packaging prowess, Laura oversees the brand’s apparel line—providing creative direction, liaising with vendors, and finalizing designs. A proud alumni of Pratt Institute with a degree in Communication Design and a focus on Graphic Design, Laura’s passion for transforming concepts into tangible realities shines through in every project. Her ultimate ambition? To embody and elevate brand identities through designs that resonate deeply with their values and vision.

With great anticipation for Laura's design-centric session at our 7th Annual American Packaging Summit, we seized the opportunity to explore her creative approach and leadership philosophy.

Without further delay, let's dive into our discussion:

What inspired you to embark on a career in design and eventually transition into the packaging field?

I've always been drawn to creativity, yet I sought a stable career rather than the uncertain path of fine arts. Initially, I enrolled in art school with plans to enter advertising. However, everything changed during my first semester at Pratt when I attended the Communications Design department's senior show. I was captivated by packaging design—the art of the unboxing experience, guiding the end user through a journey of delightful surprises. This magic inspired me to switch my focus; from then on, all my projects revolved around packaging. Driven to excel in this field, I devoted my school years to honing the necessary skills, knowing this was my calling.

Youth to the People Mandelic Acid + Superfood Unity Exfoliant 2021 product (Creative Direction by Cameron Brocksen, Art Direction by Kimmie Torgeson, Graphic & Packaging Design by Laura Moffitt, Photography by Drew Hazelhurst & Up Close Studio. Source: lmoffitt* design).

Could you provide insight into your creative process for developing new packaging designs? Are there specific methods you use to spark creativity and generate initial design concepts?

I prefer beginning with pen and paper, sketching out ideas to freely explore creative possibilities. This initial stage often sparks ideas for unconventional structures or innovative techniques I'm eager to incorporate. Additionally, I maintain a sketchbook for spontaneous doodles unrelated to specific projects. Periodically, I revisit these sketches to see if any could enhance an upcoming launch. For instance, it took five years to match one particular structure to the right project, but the satisfaction of bringing it to life was immense.

Subsequently, I transitioned to digital work, focusing on graphic elements. At this stage, my process becomes highly dynamic, fluidly alternating between structural design and graphic detailing. This collaboration between materials, forms, and graphics ensures the components integrate seamlessly, achieving a cohesive final product.

When it comes to designing packaging, how do you strike a balance between aesthetics and functionality? What key factors do you prioritize to ensure a successful blend of both elements?

Packaging design is fundamentally solution-oriented—if it doesn’t function well, then the task is incomplete in my view. The end-use of the product usually dictates my design priorities. For instance, with a one-off piece like an influencer box, I might prioritize aesthetics to enhance the overall vibe. However, for products that consumers interact with daily, it is essential to balance functionality with beauty. In such cases, my goal is to design an object that is not only visually appealing but also practical and easy to use.

Youth to the People Triple-Peptide + Cactus Oasis Serum influencer kit (Creative Direction by Cameron Brocksen, Art Direction by Kimmie Torgeson, Graphic & Packaging Design by Laura Moffitt, Photography by Drew Hazelhurst & Up Close Studio. Source: lmoffitt* design).

What are some tactics you use to inspire and motivate your team to innovate and think outside the box?

Stepping outside the office to gather fresh insights is essential. Whether it's attending new museum exhibitions, touring vendor facilities to understand their capabilities, or exploring a specialty paper store, immersing yourself in the world to discover new materials and techniques is crucial for sparking creativity. Often, we're limited by what we don't know. Venturing out can expand our sense of what's possible and inspire innovative thinking.

Many designers find themselves constrained by internalized rules about what won't work and what can't be achieved. These limitations tend to accumulate over time with each project. However, by challenging these boundaries and striving to realize our visions, we find that the proverbial box no longer confines us. Pushing these limits can open up a realm of great design possibilities.

How do you work with other teams, such as marketing, product development, and manufacturing, to ensure cohesive and effective packaging solutions?

I work more closely with my cross-functional teammates than most might prefer, but this close collaboration is one of the perks of being an in-house designer. By sharing a workspace with my counterparts, I benefit greatly from their insights. I'm fortunate to work with an exceptional team that genuinely values creativity. I've found that the more I communicate and involve them in the design process, the better the outcomes.

While there is often pushback regarding costs or hesitations about adopting riskier approaches, fostering a sense of inclusion in the creative process helps everyone understand the reasons behind pushing boundaries. When team members feel genuinely involved and see the purpose behind innovative decisions, the results are significantly enhanced.

Beats x AMBUSH 2021 earphones (Creative Direction by Heather Cox, Packaging Design by Laura Moffitt. Source: lmoffitt* design).

We hope our conversation with Laura Moffitt sparked fresh ideas for your creative process!

If you're keen to explore more about packaging and gather insights from Laura and other industry innovators, we invite you to join us at the upcoming 7th Annual American Packaging Summit!