How might we build a modern fragrance company with the elegance of a premium brand and the spirit of a pair of influencers?
Phase 01 / Branding
Branding for fragrance comapnies is inherently abstract, so starting with a blank slate is quite difficult. I began rough brainstorming with abbreviations of the company name (using WH in the logo) as well as the clients' intended tone of exploration, waves, and free-flowing self-expression.
After reviewing and consulting with the clients, I elaborated on one of my logo concepts that incorporated affectionate, infinite, and free-flowing tones.
Following the logo mark selection, I led the client through a creative exploration regarding both the typeface for the word mark as well as moodboards that would serve as a reference for the remainder of the visual identify for the company. The point was to provoke conversations that would allow me to better understand their vision for the company.
Phase 02 / Product & packaging
Following initial branding, the project ramped up. I designed and developed the Shopify website in parallel with designing and mocking up the bottle, packaging, and physical experience for the actual product. The inital bottle designs far from ideal - too busy, little contrast, and a severe lack of elegance.
After these designs, I went back to the drawing board. Because I spent a few weeks collaborating with and unserstanding the minds of my clients, I knew what the clients wanted, and was able to deliver on those wants with my second product iteration. The twins were clear with what they wanted: white on white minimalism, elegant complementary elements, and an experience that felt increasingly down-to-earth when compared to multi-billion dollar companies.
I worked closely with our manufacturers and our fragrance house to understand limitations regarding details such as embossing and reflective heat wrapping. After completing the designs and implementing small alterations, I created die lines to be sent to our packaging manufacturer in China and our bottle manufacturer in France.
In creating the product page, I wanted customers to feel like they were in the store shopping for the fragrance - I accomplished this with transparent product shots and a gradient background that created the illusion of depth.
the second launch
Prior to moving on from this project, I developed bottle designs and branding for the second round of fragrances (to launch for the 2019 holiday season). This several month long process involved coordinating and directing manufacturers, leading meetings with stakeholders, and several rounds of 3D renderings and iterations.
My final designs were developed into physical products, as seen below. The idea for the 'Prism' (clear) bottle was to design a custom cap that would form a rainbow when in light. Despite my doubts, it actuall worked. Woo!
One Thing I Learned
Traditional marketing is not necesarry and virtually obselete when influencers are involved.
On launch day, we sold 6,000 units in just over 3 hours.