Jo Malone Lush
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TID1162 YCN Live Brief An in-progress research and development document showing my initial design concepts for Whistles’ first fragrance The Contenders BRITVIC Scavi & Ray “By expertly blending different fruit juices with their unique “Prosecco has lightness of taste and personality; it is fun aromas, J2O is carefully crafted to create a satisfying and not pretentious, much more about sociability, style and multi-dimensional taste experience. However, despite a enjoyment rather than tradition and formal occasions.” strong heritage story around blending, many consumers are not aware that J2O is a blend of two fruits.” Scavi & Ray are a new brand in a growing category of the drinks industry. As they are a budding brand the main Britvic wanted an ‘adult’ redesign of their popular J2O aim of their brief concerned raising awareness. In-keeping brand, blaming the ‘bright and childish’ colours currently with their love of ‘creativity, fashion and design’ S&R were in-use for the fall in sales of that demographic. They were asking for contemporary designs that were campaign- asking for an expressive, unpretentious and playful design able. This wasn’t a one-off design, they wanted something that appealed to 25-35 year old men and women that different that would stand out. ‘didn’t need alcohol for a good time’. It was this ‘unique’ concept that appealed to me as I read Although I initially liked the idea of redesigning a drink through the brief, it more or less gave complete creative I enjoy, I felt there were too many restrictions in Britvic’s freedom. I felt inspired by their fashion influences - there ‘considerations’ that clung to their current design. are no limits to fashion design and that applied here too. The idle man Whistles “The Idle Man is a new online-only menswear retailer “Whistles is a leading British contemporary fashion brand aimed at young men aged 18 – 25. Collectively we are a that encapsulates an intelligent sense of design with it’s young team of writers, designers and buyers that all have a timeless and luxurious pieces. Our collections are modern genuine passion for music, food and, of course, fashion.” and laid back with an attention to detail and quality.” The Idle Man was the first brief I read through, I picked In many ways Whistles’ brief was similar to S&R, although it because it was different - it exclusively targeted a male an established clothing Brand, they were looking to launch audience and seemed passionate yet laid-back. a new product - fragrance. Their main focus with this brief was t raising awareness I liked Whistles’ brief as soon as I read it, they were very of their brand, especially concerning the ‘typical 21 year open-minded about the approach to any final products old male’. As I’m around their T.A age and friends with a from the get go - allowing complete control regarding lot of their demographic I felt I could confidently fulfil the scent, product design and potential brand partners. The requirements of this brief. Again, their considerations were only considerations concerned the brand’s positioning and very relaxed - ‘don’t be limited by images and styles you identity, including targeting a large market - their male and associate with The Idle Man of today’. female customers as well as potential new customers. Brief Breakdown Why I chose Whistles The Whistles Woman: Whistles’ inspiration I saw Whistles’ brief as an opportunity to Intelligent, independent, discerning. BYREDO practice product and packaging design whilst retaining my preferred minimal She wants clothes that cater to all parts Founded by fine arts graduate turned design style, and their request for an of her purposeful life. She values design perfumer Ben Gorham. Works alongside androgynous scent only added to the and service – she wants to feel elegant renowned perfumers Olivia Giacobetti challenge. and relaxed in her clothes. and Jerome Epinette to create his scents. Having never heard of Whistles’ before The Whistles Man: LE LABO this task, and knowing this was their first fragrance, I saw a lot of potential in the Aware, selective, confident. Their perfumes are named for and built research section of my work; ranging around a main ingredient and the end from the brand’s history to the science of He values contemporary design with design and labelling is based on the making the perfect perfume. modern utility. He wants to shop from codes perfumers use to identify perfume an edited collection that feels considered trials. Target Audience and versatile, combining understated looks with refined styling; produced to COMME DES GARCONS As I would be creating the concept for be relevant for work and leisure in the a unisex product I focused my attention knowledge that what separates those French for ‘Like Boys’, Comme des on how Whistles described their worlds is becoming less defined. Garcons are famous for their agendered customers. scents and unconventional approach. I see Whistles’ target market falling into Creating Odeur 53, an ‘anti-perfume’, Whistles pride themselves on being the ABC1 demographic - anyone from by combining non-traditional scents. a contemporary brand; ‘a staple for higher managerial to supervisory/clerical fashion editors and industry leaders.’ positions with a high disposable income. Whistles Brand Moodboard Target Audience Moodboard Design Approach Moodboard Scent Research Comme des Garcons serpentine “Inspired by Kensington Le Labo Gardens and Hyde Park in Neroli 36 London. Scent is grassy and green with subtle hints of “Seemingly feminine blend of aldehyde, ozone and black orange blossom, rose, jasmine, musk.” vanilla and musk.” Atelier Cologne cedrat enivrant Costume National Scent “Bright notes of lime, Moroccan citrus and bergamont balanced “Blend of hibiscus and jasmine by aromatic juniper, basil and tea balanced with woody notes mint.” like amber and patchouli.” Hermes Clean Narcisse bleu Cool cotton “Light floral blend of daffodil “Scent captures the fresh smell and orange blossom offset by of freshly laundered T-Shirts. No delicate woods and a hint of exotic ingredients or complex muskiness.” fragrance profiles.” Packaging & Practicality As this is Whistles’ first scent venture I as a partner product to the traditional want to create a ‘Limited Edition’ feel to perfume, giving the user a portable option. the packaging, with the aim of reflecting the significance of it’s launch and thus I think a solid fragrance will appeal to reaching a larger audience. Whistles’ target audience as it is compact and subtle in nature. Unlike it’s liquid As packaging is an integral part of the counterpart, a solid fragrance won’t break Whistles brand, it is ‘considered, beautiful in a handbag or leave a lingering smell in and luxurious’, a Limited Edition design the office. seems a fitting response. Another highly regarded principle of Whistles is practicality. With this in mind, and their acknowledgement of the ‘many products, opportunities and innovations in the scent industry’, I’ve researched into solid perfume as an option. It would act Jo Malone Lush As I researched into fragrance packaging Arguably on the other end of the spectrum design the name Jo Malone kept cropping to Jo Malone and Whistles is Lush. However, up. The design is fairly similar to Whistles Lush specialise in handmade cosmetics and in that it has a signature colour scheme of toiletries, setting them almost on par with cream and black. This minimal approach their break-the-bank counterparts. works well to reflect the product’s value; it comes across as expensive with a luxury Lush gave me the inspiration to look at feel. alternative fragrance products such as solid scents. And although their designs reflect “The iconic cream box, wrapped with their handmade heritage the colours and finesse for a lasting impression. Crisp, black designs are visually interesting, the pops of tissue spritzed with Lime Basil & Mandarin.” colour stand out in a predominantly white on black scheme. I like the attention to detail employed at Jo Malone, they’ve incorporated the scents I also like the unusual packaging, into the packaging by spritzing the tissue using tins as opposed to boxes. It’s paper, adding to the buying experience. memorable and reusable. Bottle/Decanter Scamps I went through a few typical perfume bottle shapes, looking at label placement and applying potential patterns, textures and materials. I moved on from this pretty quickly, considering instead a bigger bottle that could be used to refill travel-size bottles. I was inspired by decanters that used stoppers as opposed to conventional lids. A larger bottle, such as a decanter, can be easily re-used once empty, appealing to the users desire for versatility. Texture Scans/Photographs Matte Black bubble-wrap envelope Black soft-leather sketchbook Texture Packaging Scans/Photographs Scamps Typefaces Used: Letter Gothic Std Bold Lemon Milk Optima Italic Optima Regular Research Content taken from: whistles.com pinterest.com.