YCN Student Competition
THE BRIEF This work has been compiled to YCN’s student competition brief. “To design a concept and campaign for a first ever Whistles scent.” The smart/casual ranges of Whistles encapsulate the customer profile of contemporary individuals searching for classy lavish buys from a cool sophisticated store environment. I aspire to emphasise the sense of versatility the retailer has. The brands recent successful transition into Menswear has adapted its identity to a unisex store for the modern shopper.
THE PRODUCT The brief states that consumers of the brand, “value design and modern utility and want to shop from an edited collection that feels considered and versatile”. To incorporate this statement with the previously outlined ‘mixedmarket’, my concept is to envision a urbane perfume marketed to both the male and female customer. The product will ba a both feminine and masculine citrus based smell that will encourage either sex. I am giving the perfume a simplistic title, “Whistles Scent”. I feel this works for all the customers as it doesn’t objectify it to one market. As well as reflecting the relaxed manner to the brand. If this initial product sells successfully there is scope for add ons to the name.
THE PACKAGING In designing the product I took Whistles’ current well established aesthetic into consideration. Their brand image symbolises effortless style and is well suited to the high-end of the high-street market. I aimed to exhibit a simplistic design, in order to provide an understated demonstration of the product. I observed current Whistles garments and have chosen to use a print found amongst items in the most recent campaign for parts of my packaging. I feel that this ensures consistency between current products of Whistles and the new fragrance I am envisioning. Therefore making sure it is in-line with the brand identity. The rest of the packaging has a basic fashionable appearance and embodies the retailer’s simplistic nature. Its almost monochrome look subtly coincides with other packaging presently used.
SCENT eua de toilette
A new unisex scent Whistles introduces this citrus based fragrance perfect for the Spirng/Summer season
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3.4 FL OZ e
50ml
SCENT eua de toilette
3.4 FL OZ e
50ml
THE CAMPAIGN I have opted to launch the product in the spring to highlight the zesty lime fragrance; therefore the campaign embodies a calm considered palette. The subtle colours are in keeping with the brands current image. Greens and Blues are used to coincide with the idea of a zesty scented perfume. I have produced mock ups of how I envision the campaign imagery to look. Again, to be in-line with the companies present marketing, I have used Black and White editorial shots to ensure the models and overall feel to the look are brand relevant. To conclude my pitch, I have demonstrated what the adverts would look like; on billboards, in magazines and on the companies website and social media channels.This ensures I have translated the new scent across both printed and digital dimensions.
SCENT eua de toilette
SCENT eua de toilette
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SCENT eua de toilette
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SCENT eua de toilette
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