D&AD Student Awards 2013
Re-envisage the L’Artisan Parfumeur brand for the 21st Century by creating a design solution for a new unisex range of scents.
Packaging Design Brief Brief set by: L’Artisan Parfumeur In collaboration with: jkr
Background L’Artisan Parfumeur is a boutique fragrance house, founded in Paris in 1976 by perfumer-chemist, Jean Laporte. As the first niche perfumer, the brand broke the rules in the 70s by taking inspiration from unexpected places to create some of the most intriguing, singular and deeply personal scents in the world. Creative Challenge Traditional French fragrance houses are steeped in a rich history of style and imagery. L’Artisan Parfumeur wants to break with this convention. Their latest collection is uniquely based around bottled emotions. Your challenge is to showcase this range by breaking the rules of conventional perfume packaging.
Deadline Entries for this brief must be submitted by Wednesday 20 March 2013. Supporting objects must be received at D&AD offices by Wednesday 27 March 2013. #studentawards
There are four scents, each capturing a different human feeling: • Scent a: Passion and desire. Sex and lust. Raw and physical. • Scent b: Perfect, sublime love. An interior emotion. • Scent c: Excitement and fear. Adrenaline, exhilaration and thrill. • Scent d: Elegant and dignified. Stormy yet still. Modernising the brand and taking on a more innovative approach to packaging are important next steps for L’Artisan Parfumeur. Considerations You need to ensure that your design retains the quality, craftsmanship and authenticity that L’Artisan Parfumeur is known for. • Consider how to balance the look and feel of the range with a variety of emotions. • How can the packaging evolve L’Artisan Parfumeur’s brand? • Consider if a range name is needed. • How is the perfume dispensed? Step away from traditional perfume packaging or material conventions if you wish. Target Audience Discerning shoppers looking for a unique perfume experience. It’s not about age, but about a mindset (unique, exuberant, evocative).
Mandatories The jury is interested in the creative process that led to your final idea. This can be hand sketches or alternative design directions you explored before selecting your final route. • Show designs for both graphics and structure across the four scents. • Show pack elements / supporting materials to bring your idea to life. • Create a name for each fragrance. • Bottle and pack designs for each of the four scents should be shown as a range and rendered on a white background. • Show mood boards / inspiration materials for your concept. Deliverables Main deliverable: Upload up to eight images showing your solution. Optional supporting material: Physical material (prototypes, mockups, etc.); supporting information (up to 400 characters). Keep any text on images to a minimum; supporting information can be entered online. For full format specs and guidance, see ‘Formatting Your Entries’ on the next page. Work in formats other than those outlined will not be accepted.