Perfume Packaging
Malibu
Reinforcing The Brand
Reinforcing The Brand Natalie Scawthorn
Perfume Packaging
Malibu
Reinforcing The Brand
The Brief: Example- Smirnoff Vodka, are developing a daring strategy to enter the perfume/ aftershave market to launch a middle price range product. Their thinking is to capture the attention of their loyal vodka customers with this brand innovation. One of the mandatory requirements for the project is to successfully reflect the core brand values of Smirnoff Vodka including its voice or narrative expression. It is for you to explore/exploit by sound research a connection from the loyal customer base to this new brand expression. A product name will have to be developed that embodies core product values but also amplifies this targets lifestyle and aspirational values. Perfume/aftershave is a sensory product that encapsulates positive self image perceptions around a chosen lifestyle. Packaging should therefore have a strong tactile element embedded with the design. Major consideration should be given to a variety of card/ papers/substrates that can support brand/ product enhancement.
Perfume Packaging
Product Research I decided to look at three different alcoholic brands that I could use for the perfume box. I decided to pick brands that I felt had flavours that could work well as a perfume and also that I liked the packaging for as this will heavily influence the style and design of the box.The first brand I looked at was the absolut vodkas. I like the typography on these bottles and I think this would work well on a perfume box being mainly typography influenced as it would stand out on a shelf. Another brand I decided to look at was smirnoff gold I like the design of this bottle and think it would translate well into a box which has a very elegant design. The final brand I have considered is malibu as the bottles have very bright fun colours especially on the limited edition bottles and I feel these would stand out on a shelf .
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Chosen Drink I have chosen to create my perfume packaging on Malibu drinks, as I think that the brand has a very fun feel to it and also because of the many different flavours the drink can be purchased in, which are mainly fruit flavours that I think would interpret well as a sweet fruit fragrance perfume. The bottles have a very simple design to them with the original coconut flavour having a white bottle with the logo being vibrant sunset colours giving the bottle the warm, summer and holiday feel being one of the brands values. Most of the bottles have the same design except the flavours have different bright colours on the neck of the bottle, again giving the summer and relaxing feeling. This is a feeling I am aiming to reproduce on my perfume packaging.
Perfume Packaging
Malibu Brand Advertising campaigns label it "Seriously Easy Going" and usually features people from the Caribbean taking life seriously, in a parody of the stress associated with the Western urban lifestyle. With the slogan "If people in the Caribbean took life as seriously as this, they would never have invented Malibu. It's seriously easy going." The marketing of Malibu Rum has also strongly focused on marketing Malibu Rum's online streaming audio station known as RadioMaliBoomBoom.com
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Bottle Research I decided to look into the various bottle designs produced by Malibu to get inspiration for various design ideas for my packaging. All of Malibus bottles have a relaxing, summer feel to them. However they also have a very fun exciting fell as well because of the bright colours especially on the limited edition bottles because of the illustrations. I especially like the edition that is a plain white bottle which includes pens allowing the customer to design the bottle how they wanted, but using the malibu summer colour scheme. I think this is a good idea which make it more fun for the customer because every bottle would be different and unique.
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Malibu Key Words • Caribbean • Exotic • ‘Seriously Easy Going’ • Party • Vibrant • Coconut • Bright • Fun • Tropical • Beach • Fruit • Waves • Palm Trees • Relaxing
• Music • Sand • Sunrise • Sunset
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Research One of my favourite perfume packages is the range by Jean Paul Gaultier. I love the design of the two below as they have a tropical feel to them similar to what I want to achieve with the Malibu packaging. I like how they represent the male and female by using blue and pink, but they still have a relaxing summer feel to them. I also like the unusual tin box the perfume is packaged in, this would stand out a lot on a shop shelf compared to card boxes, meaning people are more likely to buy them.
Perfume Packaging
Malibu
Reinforcing The Brand
I like the style of this packaging for a perfume, I think the different elements such as the illustrations of the girl holding balloons, the pastel colours, the ribbon and the shape of the box give this a very cute, feminine feel linking well with the name Joy. I think designing the box with the sections cut out at the front works well because the unusual shape stands out so you immediatley look to the centre at the brand name making someone more likely to remember it. I think that this box would stand out on a shelf because of the shape at the front and also the ribbon as these are different compared to most perfume boxes.
I found these perfume packagings interesting as they are very unusual and don’t look like typical womens perfume. I like the contrast between the colour geometrical shapes and the overlapping line drawings of flower/plant designs. I think many people would notice these in a shop just because of the structured design and how different they look from most womens perfumes.
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Name Ideas • Sunset • Sunrise • Paradise • Summer • Oasis
For the name for my perfume I wanted something that represents the Malibu brand but would work well for a perfume. Therefore I decided to go with the name Paradise as I feel this represents the caribbean, relaxed lifestyle but also makes a good name for a fruit fragranced perfume, as most peoples idea of paradise is a quiet relaxing place similar to the Caribbean.
Colours For the colours of my perfume packaging I decided to look at the colours that make the Malibu logo however I decided to look at images of the Caribbean where Malibu is made to get an idea of tropical colours so my packaging has a relaxing summer feel.
Perfume Packaging
Pattern Designs One idea for my project is to create a box that is influenced by the Malibu limited edition bottles which have bright colours and fun illustrations. I have decided to create these different patterns influenced by waves as I feel that this links well with the Malibu brand and the idea of ‘Paradise’
Malibu
Reinforcing The Brand
wave patterns
Perfume Packaging
Malibu
Reinforcing The Brand
Palm Tree Designs As I wanted the box to have a tropical feel summer feel to reflect the Malibu brand I decided to draw a range a range of palm trees in different styles and look at different colours that work well together. I have decided I want a palm tree somewhere on my box as they are part of the Malibu logo and also many people think of beaches and palm trees as their idea of Paradise so this links with the perfume name. I decided to test a range of different colour palletes and I feel the warm sunset colours such as the red and orange and the blues are colours I want to use on my packaging as they create this tropical relaxing feel.
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Design 1 For my first design I decided to take inspiration from the flavour Malibu bottles which have colour around the neck of the bottle. I decided to put the colours starting at the top and fading as it goes down the box similar to the style of the bottle. I decided to do the colours similar to a sunset and added palm trees to give the box a tropical summer feel.
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Design 2 My second idea I decided to take inspiration from the Malibu limited edition bottles which have illustrations on them. I decided to use one of the wave inspired drawings I have created using a blue colour scheme. I like the shape of this box and feel it would stand out on a shelf, however I don’t fell this design reflects Malibu as the design is a bit too busy and overpowereing compared to the simple design of the Malibu bottles. I also think the colours don’t work as I feel they don’t create the same tropical feel I was aiming for I feel the warm sunset colours have a better effect.
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Design 3 For my third design I used inspiration from the original Malibu bottles by having a plain white box,. I decided to add a orange/red insert to give the box a splash of colour and I also decided to have some laser cut palm trees on the white side to make the box more interesting. Although I like this design I feel it looks to simple and similar to other perfume boxes so I don’t think it would stand out on a shelf.
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Type Research For the type on my box I decided I wanted to have a summer/tropical feel to it so I decided to research into a range of fonts that are like this. Although these fonts have the tropical style to them I don’t think they work well with the Malibu logo so I am going to look into using the font used on the logo as I feel this would look more effective and make the packaging recognisable as being Malibu.
Paradise Paradise Paradise Paradise Paradise
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Logo I decided I wanted to use the font used in the exsisiting Malibu logo on my packaging however I couldn’t find the font used so I found a font called Serif Black which is very similar. I then added this into illustrator and added highlights similar to the ones on the original logo to make the font look similar. I am happy with how this has turned out and think it will look effective on my box.
Paradise
PA RADISE Ea u De P a r f u m P o ur F em m e
P ARAD IS E Ea u De P a r f u m P ou r F e m m e
Perfume Packaging
Box Net
Malibu
Reinforcing The Brand
Perfume Packaging
Box Mock-ups
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
1st Box This is my first attempt at a box, overall I am happy with the design of my box however it needs some changes such as the orange line along the bottom doesn’t join up at the back. I also need to include existing ingredients and change the net as the bottom is too small and doesn’t close properly.
Perfume Packaging
Final Box Net This is my net for my final design after I have made the changes I have also changed the colours to make them a bit brighter but overall I am happy with the design.
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Paper Experiments I decided to experiment with the different papers I am going to print my box on I decided to try three different papers, watercolour, card and gloss. I like the watercolours texture however the colours are quite faded and I want them to be bright. Therefore I think the paper I am going to use is the gloss as the paper looks more proffessional and the colours are vibrant which is the effect I want.
Reinforcing The Brand
Perfume Packaging
Insert Colours These are some colour experiments for the inserts for my box. I decided I wanted to include an insert as this makes the box stronger and also can hold the perfume bottle. I tested the inserts in my final design and feel the orange works the best so I am going to use this in my final piece.
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Final Design This is my final box design I am extremeley happy with how the box turned out. I feel the box reflects the Malibu brand well as it has a very tropical feel to it. the bright bold colours rerest the fun feel of malibu and i think the design represents the name paradise effectively. I also think that the orange insert works well as it matches the colours on the box well without overpowering it. I think that this design would stand out on a shelf and works well for a fruit frangranced perfume.
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand
Perfume Packaging
Malibu
Reinforcing The Brand