CONSUMER PROFILE: MALIBU itself was originally made from fruit spirits with rum and coconut flavouring. The product was actually made for the purpose of making cocktails easier for bartenders. When the product finally took off and started to become a well-known brand the making of the rum moved to Barbados where the company “West Indies rum distillery ltd” began to produce the item, they also managed to improve the ingredients inside the drink . it was eventually sold by “diageo” to “allied domecq” for £560 million and then later sold on further to “pernod ricard.” the typical consumer profile for this drink is young women aged 22-30. this is proven in “malibutique” experience malibu launched across cities in the uk. it offered various types of free beauty treatment such as: manicures, hair styling and even fake tanning. this session tried to push forward the idea that malibu is a glamorous going out, socialising drink. despite this, the drink has been known to increase its target audience to 18-24 year olds and this was cleverly done by introducing “mish mash” events which were held at 70 student union bars across the country. the purpose of the event was to emphasise “the playful and vibrant caribbean spirit” of the brand and hoping to spread a new dance craze.
core brand values: Malibu’s aim has always been to portray the brand as an easy-going theme. it was originally put forward by lowe in 1993. the campaign is set in the caribbean and the idea of it focuses around social media, especially mobile phones with their ringtones and annoyance with losing signal, the ending line is “seriously easy going.” the light-hearted tone of the campaign originates in the fact the campaign is set in the caribbean which is known for having a more laid-back approach to everything life may bring. the ADVERTS ALSO BROUGHT INTO THE IDEA OF COMMUNITY AND GLAMOUR WHICH WAS RECENTLY FORWARDED IN THE MALIBUTIQUE WHICH WAS MENTIONED ON ONE OF THE FIRST PAGES. it was hard to find specific brand values for malibu but i managed to find some on pernod ricard’s website which with malibu being a part of that brand i thought i would be able to use it. all of these values will be transferred to my bottle of perfume i choose to make that focuses around this brand.
ENTREPRENEURIAL SPIRIT: This aspect speaks about how the people of the company owe their development to the men and women of pernod ricard for its growth. all share the entrepreneurial spirit which has permeated the way the company operates.
it promotes: personal initiative, autonomy, risk-taking, acknowledges the right to make mistakes, new ideas and creativity. Mutual trust: the group wants a relationship that centers around mutual trust. they work on simplicity, openness, sharing, transparency and communication. this helps motivation. sense of ethics: this is in the history of pernod ricard and since its beginning is has taken universal responsibility of being a global brand. respect for other peoples cultures is a fundamental factor and also not only respecting the cultures but also the people involved or being represented within the brands.
research these next few slides will look at some research i have done into other perfume brands which have taken on the same themes that malibu has. the themes i have been looking at are tropical smelling products and also of course the coconut theme.
HARAJUKU LOVERS harajuku lovers is a series of perfumes brought out by gwen stefani. she brought the range out to represent her “crew� who appeared in many of her music videos, she gets the names of the perfumes from the people who are in her videos: love, angel, music and baby. the packaging itself comes in a range of different types, some, like this one, is plain yet effective and contains a nice caricature of the bottle itself with some text underneath which relates to the character, also, some other boxes have see through packaging. this fits with the theme of japanese lifestyle which is was culture the girls are from. mayan coco - voluspa this is the next perfume i found with a coconut essence added to it. this perfume has been said to smell sweet and flowery, something normally expected from a womans perfume. i particularly like the packaging of this item because it looks luxurious and meets the target audience of older women. despite me liking the packaging i don’t think that i could forward the idea of this packaging to my ideas due to the fact it is at opposite ends of the scale with their target audience compared to mine.
miami glow - jlo
this perfume is one that i even remember growing up, it was about a lot and was known for its tropical smell. this perfume like gwen stefani’s harajuku girls was brought out by a celebrity so it used a lot of celebrity endorsed advertisements which with jlo being popular at the time of release was something which surely boosted its sales rating. maybe this is something i could include in my research - a page dedicated to the ways advertising works now and i never know, it could help me come to a conclusion about my own fragrance and what style i would like to take on. Hawaiin ruby guava - pacifica
i haven’t actually heard of this perfume before biut i thought i would include it in my research because of the packaging style, something i need to keep remembering is the reason for this research. i chose this especially due to the element of nature that is strong in the design. i like the way that the packaging uses bright colours - which makes it eye catching and different to the more “luxurious” brands out there, it also has a playful tone, one of the brand values of malibu. the element of nature is something
packaging styles this section will be about packaging styles that i have seen and i have liked by other perfumes. i intend to expand this to other categories and not just perfumes in order to get a good background knowledge on the different packaging styles out there. even though other categories may not be related to perfume itself i feel i can get new ideas for this brief that could be adapted to work with this perfume brief. benefit perfumes
i felt like these would be a good place to begin my packaging research because this is a brand that is targeted at women and not only is it a perfume but the brand itself originated with makeup. i like the way the boxes open and fold out like a door and when pieced together they create what seems to be a row of houses. i also like the style of the packaging in that they reflect nature through the floral patterns and bright colours, creating a playful mood. nina ricci
this is a perfume i used myself and the reason i chose this packaging is because it reflects the actual perfume bottle. this could be an idea i use to package my alcohol inspired perfume. i also think the colour in this is important as it is realistic which appeals to the desired target audience.
jeanpaul gautier
this is a part of the range of perfumes released by this designer. i thought i would include this in my research because i like the way that the packaging is see-through and you can see the perfume you are buying clearly. i also like the colour scheme as it breaks normal conventions of something that is normally related with women by using blue colours, this is something i could include because my target audience is slightly older than younger children, people who would understand this concept. diesel
i have chosen two different packages to look at from the diesel range of perfume. these have both been out for a while now and the reason i want to include them is because of the use of colour and inventive packaging ideas. the first mocks a glass cover which i think makes the perfume seem even more important, as if it was royal. the second packaging has a completely different approach which is in the style of the carton. i thought this was quite clever and i could definitely adapt that idea to work with malibu because malibu is a fruit which could relate to fruit juice which is normally in a carton. this is something i think i will definitely explore in my ideas of packaging.
other packaging
This is a montage of packaging that i have found off a collection of websites online. the reason i have done this in this style is because these packages aren’t related to perfumes, despite this, and as mentioned before, i wanted to get a more broader knowledge on package design because it is everywhere. i wanted my perfume bottle to bring a new edge to conventional and generic perfume box designs. i feel like every single one of these examples have something in them that can relate or be adapted to work with the set brief, you could call this my inspiration mood board where my ideas start to piece together in my mind. just from looking at this the way i have been i know i have at least 3 ideas to put forward in this brief. with hard work i believe it is achievable and can be done in the time we have to do this.
bottle deconstruction this simply analyses and looks at the way each malibu bottle is constructed and if i’m honest it follows a very simple rule. as you can see each bottle contains the malibu logo, the text containing what the spirit is and in some cases, like the ones on the page here, include limited edition designs. limited edition designs are intended to make the brand more desirable. they include these also as an extra for targeting their audience, which in malibu’s case, is women. women like change and like new innotive ideas. it is also noted, that not only women, but people in general, like the idea of being able to have something hich may not be available in the future. the malibu logo itself is also very simple and relates back to the brand value of keeping things easy going with the setting of what we know to be “paradise” this also relates back to the setting of the drink which is based inthe caribbean. this is something i may want to bring back in my design and reflect back on the brands traditional values. another idea which i have had that does explore this style is maybe making my packaging reflect back on this paradise idea however taking a more different, 3D approach to it. i am gathering so many ideastogether from this research and feel that for me this will be a very successful project.
initial
brand narrative & value these next two pages will look at the way and suggest ways i want to express my own brand narrative and value in the products i am creating.
brand narrative & value: i want my packaging to display original brand values of easy-going risk-taking creativity and i would also like to relate it back to its first originated place the caribbean. with my packaging i want to be able to express a feeling of “going back to its roots� and also educating people where malibu rum actually originated from because i feel even though you can tell, it has become such a mainstream drink that the traditional values have been forgotten and have been replaced with values of teenagers and young adults around the world. i feel this slightly links in with the problem of binge drinking that we have today and i think it needs to be reminded that malibu is a relaxing drink, not a drink that is just had to get drunk .
i hope to go about this by including bright colours in my designs and constantly looking back to the mood board i will create in order to keep in my mind the brands original values and the ones i am trying to portray. even though i have not been doing this project for long i believe i have some clever ideas about not only the packaging but also the bottle itself, which i know wasn’t part of the brief specifically but it is something i couldn’t resist doing to help picture the packaging straight away. i feel like colours will help to reflect an easy-going lifestyle, i feel that the idea i have in my head currently for the bottle and packaging have all three values of risk-taking, creativity and “taking it back to its roots.” i feel at this stage i can see my project taking shape and i think it is important now to look at my next steps which will be to: 1. develop a moodboard which includes images, colours and textures 2. draw ideas 3. understand what text i will like on my designs 4. trial typography 5. create them into individual packaging mock-ups
mood board
choosing the name choosing the name was a hard task because i didn’t really know where to start. therefore i refreshed myself on the values i wanted to put forward and started from there. i tried to look if the caribbean had a specific language that i could focus around and as it doesn’t have its own language the only ones available were: spanish, english, african and even french, despite this, i did find a language which originated in the caribbean and that is called “patois” (patwa). i tried to think of many different words i could translate such as “coconut” and even “palm tree” but none of them seemed appropriate for the way in which i wanted to express values of my chosen spirit. i then moved on to looking back at the values i wanted to put across and that was relaxation and it being taken back to its roots in the caribbean. i thought of words to suggest calm and tranquility much like many scenes in the caribbean so i thought of “relax,” “dream,” “still” and “peace.” i even used a thesaurus in order to see if there was a better alternative to the ones i picked. after trialling these names i decided that it needed something a lot more simple, something that says “malibu” and so i decided to go for “sun kissed” which obviously “by malibu” would be added. in the end i decided to go with “malibu gold.” I feel it showed sophistication and it also branched out a bit more to the design of the box and what it could include as i feel like some of the other suggestions were very narrow in terms of practice,
idea 1
idea 1: palm tree box and coconut bottle so this was the first idea that i had that came straight to my mind. the idea was that the box would take the shape of the trunk of a palm tree and the leaves at the top would interwine together in order to make the closing of the box at the top. there would also be a see through part in the box where the bottle can be seen and i even thought to put this on a corner as it is unusual. pro’s to this idea: the idea works because it’s new, creative and fun, something which i wanted the brand values to say. it definitely would stand out from the crowd. con’s to this idea: i don’t feel the idea fits the target audience, it is slightly childish and when you look at the box you think of cartoons which are associated with children which is wrong considering the perfume branches from an alcoholic drink. this would have been fun to make but was just not suitable for what i needed it for.
idea 2
idea 2: Sunset/rise this second idea was more professional looking than the first. the idea was that the box would be tall and slim and mimic the sunrise that malibu has on the logo. the box front would open to reveal a plastic see-through bit in which you can see the tall perfume bottle, however, the plastic would be in the shape of a palm tree. there would be a group of concounts on the other side to break up the white space slightly however i really liked the way the white space was on the box. pro’s to this idea: the idea works because it relates back to malibu, the colours fit what i would consider to be in relation to the drink and it is more appealing to its target audience. con’s to this idea: despite having good first impressions of this idea i don’t feel like it was truly successful, the box is still slightly childish and wouldnt’ really stand out from the rest of the perfume. i also couldn’t decide on a name which caused myself a design problem.
idea 3
idea 3: prism this idea combined with the style of the second box was my favourite idea. i felt it was different shape wise and looked professional. i also liked including the watercolour styles on it because again it was a nice touch to the white space. the prism would open and the perfum would be inside, i felt it was a simple idea but had a good background to it. pro’s to this idea: the shape is unusual, the watercolours act as a soft colour therefore not “too in your face” or “too unnerving” because i want to put forward the idea of relaxation. con’s to this idea: how would i be able to make the box open without tearing the net apart, how big would the ratio be to the box so it could be taken out easily? these were questions that arose after i had this idea, therefore i decided to not continue with it.
mock-ups because i came to some kind of design block i decided to move to the computer and at least trial some of my ideas. this was the second idea which i thought would work out well however upon looking at i felt as if it looked childish and really unprofessional i felt the colours didn’t do much for the box therefore i started to create a design next to it and hoped it would look like the one i had in my mind, something that this design didn’t do for me.
this idea was something that came to me as i was designing and i feel like this idea is by far the best. i have started with a box which has a diamond cutout like style in it, this is because it’s unusual but also professional, it is a subtle change rather than a big one i was trying to make in my other ideas that clearly didn’t work.
THIS NEW SCENT BY MALIBU GIVES THE ULTIMATE SUMMER FEEL. THE BLEND OF NATURAL OILS, COCONUT AND OF COURSE A HINT OF MALIBY WILL BE THE SOUNDTRACK TO YOUR SUMMER.
i also really liked the name of this and it help me to find a pathway for design, following the gold theme. i think it works well because the white space is nice and professional, not too much going on and it also is ease of access to the bottle and can be in the slim bottle design i wanted my perfume1.7FlOz to have. e50ml
INGREDIENTS: ALCOHOL, PARFUM (FRAGRANCE), AQUA (WATER), BENZYL, COCONUT OIL, BUTYLPHENYL, IONONE, HEXYL, CITRAL, TROPICAL OILS.
WWW.MALIBUGOLD.COM
deisgn and chosen text
after creating the design that is shown on this i fell in love with this idea. it is professional, simple and it is also a clear branch off from the brand malibu. the palm tree cleverly folds over the top part of the box which helps to add that little bit of extra detail without putting on too much so it looks unprofessional. the gold again is a direct link to that of the name of the perfume. i decided to include gold lines around the box to help break it apart a bit and i feel like it does this effectively. the type i have chosen to use is funnily enough called “malibu.� this was a downloadable font i found and looks exactly like the logo which is the reason i chose it. i feel it works well with the box and by having the back quite basic with the text and coconuts helps to communicate this relaxed, easy going idea. i feel that having the website and perfume signage on the other side of the box helps to break it up, there is never too much going on, on one side. the next step would be to design a net that would enable me to create this diamond shape and to do this i created many mock ups, some that failed and some that worked. i also decided it was time to start looking at printing styles and what kind of paper i would like to use.
e50ml WWW.MALIBUGOLD.COM
1.7FlOz
INGREDIENTS: ALCOHOL, PARFUM (FRAGRANCE), AQUA (WATER), BENZYL, COCONUT OIL, BUTYLPHENYL, IONONE, HEXYL, CITRAL, TROPICAL OILS.
THIS NEW SCENT BY MALIBU GIVES THE ULTIMATE SUMMER FEEL. THE BLEND OF NATURAL OILS, COCONUT AND OF COURSE A HINT OF MALIBY WILL BE THE SOUNDTRACK TO YOUR SUMMER.
the final Net
trials
final deciding stages as you can see from the trials page before this the priocess for achieving that diamond shape box was not easy. i first started with just nromal sketchbook paper which is more stable that normal paper because i knew that would break and rip the minute i would try and work with it. the design ended up well as i realised that the diamond needed to be away from each edge of the box and would stand alone as a fifth face as so to speak. once i cracked it the rest was easy and so i started ex[erimenting with different paper types i had at home. the first paper style was watercolour paper, a lot stronger than the sketchbook paper i used therefore made the box more sturdy. the final box was made out of photo paper which i thoguht would act as the gloss style. from looking them i chose to go with the gloss style as it makes the box look more professional. despite this being sorted i knew i had to be wary of the measurements because as you can see from some of the photos, i mismeasured parts which when piecing the box together became noticeable. however, i feel this design is far better than any that i originally planned to use, it is professional and communicates exactly what i want it to.
as you can see on the other side of this is the final product which i got printed off and physically made. i really like my idea and feel it works well fitting the original brief. after a lot of trial and error with the desins i am pleased to say that this is my final product. i also added to it a gold card inside as i thought it would go well with the theme of gold.
finished product