Layered Fragrance Shannon Pearson, Olivia Simpson, Elea Hendy & Suzette Fernando
FRAGRANCE PACKAGING DESIGN – TEAM BRIEFING BOOKLET
Contents
WHAT Create and print an A4 12 page bound booklet. This booklet will be used to brief graphic design students your requirements for bottle and packaging designs. WHEN 16th March 2015. To be used when briefing graphics students face to face. HOW The booklet must be visual and created using InDesign. Create a booklet which communicates your fragrance concept in order to brief graphics on your bottle and packaging requirements. Brings it to life with visuals and text (include mood boards). 1. Concept Describe your concept (one paragraph max.) What would you like your concept to communicate? (include emotions) Why is there a need for your product? (what are the key insights?) 2. Consumer Describe & visualise your target consumer. How do you plan to communicate (promote) to this consumer? 3. Competition Who is the competition? How are you different? Where will your product be sold? How much will your product be sold for? Positioning. 4. Bottle & Packaging Detail any important design requirements. Look & feel – what aesthetic would you like? (likes & dislikes) Logo, shape, materials, copy (tone of voice), colours etc.
1-2 Concept: A Layered Fragrance. 3-4. Consumer: Pen Profile. 5-6. Competition: Day vs. Night Scents and Ingredients. 7-8. Bottle & Packaging: Inspiration Moodboards.
WHAT WILL OUR CONCEPT COMMUNICATE?
Concept
Health and nature
Our brand concept is to create a layered fragrance that can be worn at different times or in different scenarios. The aim is to create two individual bottles: one containing a lighter scent that is more suitable for daywear and the other a more intense scent for night time. We hope to achieve this by using top and middle notes in the day time bottle and then adding base notes that are more appropriate for the night time to give a longer-lasting smell in the second bottle. In essence, the scents will be very similar. This is because we understand that there is now a very faint line between the activities you engage in either during the day or night. We want to create a scent that captures this lifestyle by layering two scents on top of each other so you can smell stronger for longer at night time yet still remain subtle during the day when just using the top and middle notes.
Floral and fresh
WHY? Our concept was initially sourced through our own personal needs. We felt that some of the scents we wear at night time are somewhat inappropriate for daywear. From this, we conducted our primary research, where we found that 43% of women wear the same scent during the day and night, yet 88% of women also felt that their scents did not last long enough. It came to our attention that no other brand has demonstrated a product that fulfils the need to wear a scent suitable for both the day and night, where it is light during the day and slightly more intense at night time. Even close competitors, such as Jo Malone, have not delved further into this field.
Consumer
Pen Profile Name: Ava
Lifestyle: Active, loves nature, “yoga mum”, school runs, health conscious, cares about natural ingredients, on the go. FAVOURITE; Food: Thai green curry Cocktail: Cosmo! Music: Bon Iver, George Ezra
HOW WILL WE COMMUNICATE TO OUR CONSUMER? • Indoor and outdoor stalls where consumers can test samples. • Through use of social media, for example Instagram and Twitter feeds. • Pop-up stores for limited edition scents. Snapchat could also be a way to show potential consumers “sneak peeks” or behind the scenes.
Competitors
How are we different to our competitors? We found that our competitors who use natural ingredients are too weak to also use for night. Our idea to create another note to spray on top of the day scent makes our fragrance strong enough for the evening. Where will our product be sold? Our fragrance will be sold in department stores that have gained customer trust and high Our main competitor is Jo Malone expectations, such as John Lewis. We will also •This is in terms of brand values and aesthetics as have pop-up stores in major cities across the UK well as the scents. when the perfume and limited edition extras are •Her scents are natural and appeal to the same released. target consumer we are aiming at. •There isn’t a direct day to night scent - but on How much will our product cost? the website there is a fragrance category ‘cologne Its price point will be around £70, placing it intense’ which are scents that are suitable for the in the mass market sector. However, we could night. make our limited edition add-on notes harder to •Categories such as ‘fruity’, ‘floral’ and ‘spicy’ get hold of to create more desirability, which will are all suitable for day time use. attract customers who prefer niche products. • To the right there are two examples of these and the ingredients in the top, heart and base notes.
Our idea is to have two separate bottles containing each scent: one for the day and one for the night. We want a clear distinction between the two. A way in which we could do this is by having a clear glass bottle for the day time and frosted glass for the night time bottle.