Fragrance Packaging Design
Create a booklet which communicates your fragrance concept in order to brief graphics on your bottle and packaging requirements. Brings it to life with visuals and text (include mood boards) 1. Concept Describe your concept (one paragraph max.) What would you like your concept to communicate? (include emotions) Why is there a need for your product? (what are the key insights?) 2. Consumer Describe & visualise your target consumer How do you plan to communicate (promote) to this consumer? 3. Competition Who is the competition? How are you different? Where will your product be sold? How much will your product be sold for? Positioning 4. Bottle & Packaging Detail any important design requirements Look & feel – what aesthetic would you like? (likes & dislikes) Logo, shape, materials, copy (tone of voice), colours etc.
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Contents 4-5
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10-11
Concept
Consumer
Competition Bottle& Packaging
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“93% of consumers place colour and visual appearance above any other factors when shopping�
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Concept
“48% of people are more stressed in the workplace than they were 12 months ago”
Blue Tranquility, security, integrity, peace, loyalty and trust.
Red Bright, sunny, energetic, warm, happy, perky and joy.
Purple Royalty, spirituality, luxury, ambition and wealth.
Yellow Bright, sunny, energetic, warm, happy, perky and joy.
Green Freshness, environment, new, money, healing and earth.
Nude Dependable, flexible, crisp and conservative.
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A fragrance combining colour psychology and emotion into a bottle. Our idea has been created through supporting studies showing that colour highly influences purchasing habits. With the fragrance we aim to get in touch with our consumers’ psychological mind, by making a feeling come alive or improve their psychological well-being. The colour connotations will link to their emotions which will be reflected into a range of four scents to suit the needs of different individuals. The ingredients within each fragrance will link to the psychological meaning of the colour. Our fragrance supports the current macro trend of ‘health + wellness’ which shows that it is ever higher on consumer’s list of priorites. Brands are currently blurring the benefits of products between the physical, mental and aesthetic, giving them a multifunctional appeal to audiences.
“researchers found that up to 90% of snap judgments made about products can be based on colour alone”
Consumer
Communicating to the consumer...
Targeted at women with: busy lifestyles // stressful environments // working mothers // in touch with their emotions // focus on wellbeing // clean-eater // non-smoker // into yoga & pilates // follower on social media.
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Colour Coded
Communicating to the consumer will include a wide range of advertising in order to get our product out into the market, however one main idea will be an app which will allow us to get in touch with our consumer.
The app will take the consumer through a process of selecting ingredients of a fragrance they favour to reveal the perfect scent for them out of the collection. This will allow the brand to build a relationship with the consumer as well as delivering a sense of individuality, with a scent that suits them.
Goes beyond the need of just smelling good. It holds greater importance.
People need alternative ways to balance their lives.
Current macro trend health and well-being.
The Need
People care a lot more about their psychological well-being. 48% of people are more stressed in the workplace than 12 months ago.
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Remedy fragrance.
Innovative
Low Quality
High Quality
Classic
‘Colour Me’ is the main competition for our fragrance product. Here we have put together a ‘dominant’ and ‘emergent’ table categorising what their product offers and what we aim to do differently. The ‘dominant’ being what is currently being done, and the ‘emergent’ how we seek to emerge and succeed from their current features.
Emergent
Dominant - Young target audience - Limited or no advertising - Cheap - Spray can look - Basic/simple name - No meaning behind the product
- More mature target audience - Well advertised (use of an app to connect with the consumer - Marketed at £45-£50 (higher quality) - Traditional silhouette - Creative/witty/memorable name - Colour psychology behind the product
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Competition The fragrances will be marketed at around £45-£50, so it will be quite a luxury, high-end product. This means it is accessible to our consumer. The range of fragrances will be sold in luxury stores such as ‘Liberty London’ and ‘And Other Stories’, this brings an element of exclusivity to the fragrances. These stores are highly popular and trusted so this will be successful in consumers purchasing it. As the brand develops we may broaden where our product is sold to make it more accessible to a wider range of consumers.
£45-£50 Luxury Stores
Exclusivity
Finding a gap in the market
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Philosophy is another competitor with a range of body & beauty products. The brand focuses on ‘feel good’ products with positive slogans such as ‘think beautiful thoughts’. Unlike ‘Colour Me’, this brand creates products based on well-being and positivity, which does follows an element of our fragrance product. Their slogans aim to evoke positivity and overall well-being. However, our idea is completely different through its link with colour psychology and well-being. The ingredients within the four scents aim to evoke the characteristics of the colour theory.
Bottle&Packaging Packaging
logo Ideas olour oded
olour oded
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The packaging will be simplistic with a pop of colour. It will be white with the edging around the box being the colour of the bottle inside, these four colours including yellow, purple, nude and green.
To the right of this page are designs for ideas of what the bottle will look like. It shows likes and dislikes regarding the bottle style. We would like the bottle to have a matte appearance on the surface, this being on the front and the back. The surface around the side will be clear glass so that the liquid will be visible in the bottle. This will allow the consumer to see how much scent is left, as well as being visually appealing.
Pantone colours to use for each of the four bottles
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Bottle
Colour psychology&Smell n e e
Gr
Aloe Vera
Ye
Naturelle
Lime
Fresh
Apple
Grass Sage
Citrus
Fruity
Herbal
ow
Daffodils
Lemongrass
Energy
Uplifting
Kiwi
ll
Warm Vanilla Flowery
Spring
e l p
r u P
Aromatherapy
Berries
Lavender
Healing
Naturelle
Cashmere Musk Almond
Coconut Honey
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Neutral
Milky
Oils
de
Violet Essential Oils
Vanilla
Nu
Orchid
Jasmine