Molecule 01 Process Book by Juliana Munera Rey

MOLECULE 01 Juliana Munera Rey | Studio II | Fall 2017 | Prof. Zash | Assignment 1

Table of Contents Discovery Overview

Design Overview

Identity Program

Packaging

Mission + Product Values + Vision Target Market Personas

Attribute list Mind Map Visual Brief Board

Research Concept Generation Development Final 2D

Literature

Campaign

Integrated System Final Program

Citing

Research Concept Generation Development Final 2D

Identity Program Packaging Literature Campaign

Research Imagery Extra Process

Discovery Overview

Mission + Product Values + Vision Target Market Personas

Design Overview Attribute list Mind Map Visual Brief Board Identity Program Research Concept Generation Development Final 2D Packaging Research Concept Generation Development Final 2D Literature Research Concept Generation Development Final 2D Campaign Research Concept Generation Development Final 2D Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

Mission

Product

Escentric molecules creates the most unique fragrance in the market, which will make any costumer stand out and leave its personal signature anywhere they go. By informing the costumers about its goal and way of acting, we aim to captivate the attention of those curious about new product, and to allow them to enjoy the perfume in the most successful way. It will create a new paradigm in the fragrance sector.

Known as the scent sensation of the 21st century, Molecule 01 is a unique perfume that confuses, yet amazes consumers. Not widely recognized, it keeps being one of the most prestigious and luxurious fragrances in the market. It is made out of one single element that can’t be found in nature, Iso E Super, and it’s smell changes according to the chemestry between the product and the costumer’s skin. Only known by fragrance connoisseurs, Escentric Molecules 01 is a perfume that requires some time to act, and therefore is shocking for most consumers. It’s shocking experience evolves to enchant and delight the people around them, making it one of the most seductive perfumes out there.

Discovery Overview

Mission + Product Values + Vision Target Market Personas Design Overview Attribute list Mind Map Visual Brief Board Identity Program Research Concept Generation Development Final 2D Packaging Research Concept Generation Development Final 2D Literature Research Concept Generation Development Final 2D Campaign Research Concept Generation Development Final 2D Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

Values

Vision

Escentric molecules strives to highlight each individualâ&#x20AC;&#x2122;s natural scent, delighting the people around them, while having a note of Luxury and uniqueness.

We are aiming to make the product widely known, to make it a classic, a signature, an element of desire among not only connoisseurs, but a wider target market.

Discovery Overview

Overview The age range of the target market for Escentric molecules is between 25 and 45 years old. People who have a higher income and a drive for fashion, beauty, and luxury. Mostly female, but also a small percentage of male customers. Mostly people who care for their appearance, skincare, and fashion.

Tim Blanc 40 years old London, UK Journalist

Olivia Palermo 35 years old New York, NY Business Woman

Anna Rinaldi 27 years old Milan, Italy Blogger

Persona 1

Persona 2

Persona 3

Tim Blanc, a 40 year old fashion journalist, who is in constant contact with fashion, beauty and luxury. He found out about the perfume since the earliest stages and has been a loyal user since then. He’s practical, yet fashionable and likes to stand out. He’s contemporary and likes to be on trend.

Olivia Palermo, a 35 year old business woman, who is focused on her career above all other things. She likes to stand out, be unique and look powerful. Takes good care of her body, skin, and style. Is loyal to the perfume, because it’s unique, attractive, but not overwhelming.

Anna Rinaldi, a 27 year old fashion blogger, who is constantly moving among the most talented and known designers, and celebrities. She is a loyal user of the perfume, because it has allowed her to stand out and start conversation with important people that approach her just because of her unique scent.

Discovery Overview

Mission + Product Values + Vision Target Market Personas Design Overview

Attribute list Mind Map Visual Brief Board

Identity Program Research Concept Generation Development Final 2D Packaging Research Concept Generation Development Final 2D Literature Research Concept Generation Development Final 2D Campaign Research Concept Generation Development Final 2D Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

ESCENTRIC

TENACITY

VARIETY

GAME-CHANGING

PERFUME

AUTHENTIC

CLARITY

FRAGRANCE

RICHNESS

PURITY

DISAPPEAR

CONCEPTUAL

BEWILDER

ENIGMATIC

FASCINATED

SCIENCE

AROMA

PRIVATE

POWER

MYSTERY

SURPRISE

NEUTRAL

PHYSICAL

ENHANCE

ARCANE

MINIMALIST

SIMPLICITY

UNISEX

CONCENTRATION

MAGIC

SENSUAL

CLEAN

CAPTIVATED

INTENSE

BOLD

MOLECULE

DETERMINATION

ELEGANCE

ACCELERANT

FUTURISTIC

Discovery Overview Mission + Product Values + Vision Target Market Personas Design Overview Attribute list Mind Map Visual Brief Board Identity Program Research Concept Generation Development Final 2D Packaging Research Concept Generation Development Final 2D Literature Research Concept Generation Development Final 2D Campaign Research Concept Generation Development Final 2D Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

Discovery Overview

ARCANE

PURITY

BOLD

MYSTERY

Discovery Overview Mission + Product Values + Vision Target Market Personas Design Overview Attribute list Mind Map Visual Brief Board Identity Program

Research Concept Generation Development Final 2D

Packaging Research Concept Generation Development Final 2D Literature Research Concept Generation Development Final 2D Campaign Research Concept Generation Development Final 2D Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

Discovery Overview

Mission + Product Values + Vision Target Market Personas Design Overview Attribute list Mind Map Visual Brief Board Identity Program Research Concept Generation Development Final 2D

Work Sans

Packaging Research Concept Generation Development Final 2D Literature

Helvetica Neue

Research Concept Generation Development Final 2D Campaign Research Concept Generation Development Final 2D Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

Program OT

Title Goes Here

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Pathway Gothic One

Title Goes Here

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Akagi Pro

Title Goes Here

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Univia Pro

Discovery Overview

C: 75 M: 68 Y: 67 K: 90

R: 0 G: 0 B: 0

#000000 Tint: 100%

C: 75 M: 68 Y: 67 K: 90

R: 0 G: 0 B: 0

#000000 Tint: 70%

C: 75 M: 68 Y: 67 K: 90

R: 0 G: 0 B: 0

#000000 Tint: 50%

C: 75 M: 68 Y: 67 K: 90

R: 0 G: 0 B: 0

#000000 Tint: 30%

C: 75 M: 68 Y: 67 K: 90

R: 0 G: 0 B: 0

#000000 Tint: 20%

C: 75 M: 68 Y: 67 K: 90

R: 0 G: 0 B: 0

#000000 Tint: 10%

C: 0 M: 0 Y: 0 K: 0

R: 255 G: 255 B: 255

#ffffff

Discovery Overview

Overview The final identity program uses a monochromatic color scheme, that remains on the greyscale. The typeface used was Work Sans, with its variations, and Pathway Gothic for some Display text. The typeface was modified for the logo and the O is hidden to create a sense of mystery. The design remains very clean and pure. Graphic elements were created from the different molecule patterns and will be applied with its variations.

Research Concept Generation Development Final 2D

Literature Research Concept Generation Development Final 2D Campaign Research Concept Generation Development Final 2D Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

Discovery Overview

Overview The final design has the geometric shapes of a molecule. They are applied in a die cut, which allows the viewer to see a molecule pattern created on the back. This evokes a feeling of mystery and discovery. Without loosing its cleanliness and purity.

Research Concept Generation Development Final 2D

Campaign Research Concept Generation Development Final 2D Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

Discovery Overview

Mission + Product Values + Vision Target Market Personas Design Overview Attribute list Mind Map Visual Brief Board “I left the office one night wear-

Identity Program

Research Concept Generation Development Final 2D

as I get out of the cab, the driver

0 1. is o e s uper 0 2. his tory 03. gez a s choen

The biggest suprise comes when someone smells Iso-E TAKING AWAY THE EXTRANEOUS.

Packaging

cab to Paddington station, and

IT REVEALS SOMETHING’S BEAUTY BY

Research Concept Generation Development Final 2D

ing Molecule 01, taking a cab

Super in isolation: how almost

from Paddington to Reading,

Super and at the same time

the very nice gentleman sitting

how unapologetically synthetic, perhaps vaguely cedar-like,

At Reading station, it happens

peppery in combination with

again. We placed an order for

other notes it smells when you notice it. It seems to vanish very quickly and yet resurface to time, very discreetly: The

G E Z A S H O E N

Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

T E S T I M O N I A L S

Iso-E Super

Campaign Research Concept Generation Development Final 2D

5,000 units of Molcule 01 the following morning.”

on skin in intervals from time

C O N T E N T S

Research Concept Generation Development Final 2D

next to me says the same thing.

slightly sweet, nuanced, even

volatilising properly.

Literature

love. What is that?” On thetrain

non-existent a smell Iso-E

heat of the skin is integral to its

04. tes timonials

says to me, “Yo smell gorgeous,

IMMEDIATLY THE PROJECT HAD THIS SIMPLICTY AND ELEGANCE.

Daniela Rinaldi, Controller of Perfumery at Harvey Nichols

Discovery Overview

Overview The final literature also carries the same clean design as the other elements, it remains monochromatic, and also carries graphic element from the identity. The text narrates the history, it tells about the molecule and testimonials.

Research Concept Generation Development Final 2D

Integrated System Final Program Identity Program Packaging Literature Campaign Citing Research Imagery Extra Process

Discovery Overview

Overview The final campaign creates an instagram grid that remains monochromatic. It will show some GIFs that portray the feeling of the inspirational words, pictures of the product, and will incorporate graphic elements from the identity.

Citing Research Imagery Extra Process

Discovery Overview

Research Imagery Extra Process

The Gentlewoman Spring 2017, Artcicle: The Juice Luckyscent.com Fragantica.es Escentric.com Lesecretdumarais.com

Discovery Overview

Pinterest.com Google Images Thegentlewoman.com

Juliana Munera Rey | Studio II | Fall 2017 | Prof. Zash | Assignment 1