KEIKO MECHERI
RAJVINA BARKER
A collection of inspiring fragrance advertisements that hold a strong visual impact using dark, elegant and seductive themes. To intrigue the customer into desiring the product, with the use of beautiful imagery and people.
Edits of creative photographs. Overlapped, transparent and contrasted to create an alternative style.
‘Interview Magazine’ abstract cover. Created using black ink and various materials for mark-making effects, with the addition of drawing pen for a contemporary feel.
Keiko Mecheri is of Japanese origin. Having grown up in the United States and furthered her studies abroad in Europe, her inspiration originates from multiple sources; influential artists, a diverse multi-cultural background and places she has visited during her extensive travels. The fragrances she produces today all showcase these significant experiences, ranging from her early childhood to her later adult life.
Inferring from the prices and retail locations of Keiko Mecheri’s fragrances, it is clear that the target demographic are sophisticated, yet daring and in the upper income threshold; this includes buyers interested in personal use and those buyers looking for gifts. London is an international hub, so featuring her products in Liberty guarantees access to this culturally diverse market via higher exposure to potential customers; a must-have for any niche brand.
The 2014 fragrance launch for ‘Bois Satin’ featured display boards, reflecting the contrasting theme of dark and floral. I have created individual ink and pen illustrations in relation to these elements, as a way of processing her creative aesthetic.
Vanilla is a particularly sweet scent that is Keiko Mecheri’s most cherished of notes. It has been used as a base for previous fragrances; ‘Loukhoum’ released in 2002 and most recently, ‘Bois Satin’ in 2014. The Vanilla flower originates from the East Coast of Mexico.
An overview of the colour palette that has been used as part of previous fragrances released by Keiko Mecheri. Colours include: black, deep and lighter tones of purple, red wine, rose pink, peach and gold for detail such as the brand name or title of perfume.
An originally beautiful bird, digitally edited to create a geometric and angular duplicate.
An idea of a box for a limited edition fragrance or a series/mini collection. Relating to the ink and dark element that’s portrayed through recent collections created by the brand. Selected colours from the overall theme that has been used in previous designs released. Idea for an edgy/unique bottle design. Inspiration taken from fragrances; Marc Jacob’s ‘BANG’ released in 2010, Emporio Armani ‘Diamond’s’ launched in 2007 and Diesel’s ‘Loverdose’ launched in 2011.
Elements taken from the standard rectangular bottle design, also used for a collection of Mecheri’s fragrances, including - Canyon Dreams, released in 2012. I have drawn the shape with the addition of the ‘Embruns’ (released in 2014) name and bottle top with a twist of my own style creating marks, lines and detail. I also created an emblem/logo in relation to the designer’s brand and Loukhoum perfume.
A series of illustrations representing previous fragrance bottle designs and colour schemes released by Keiko Mecheri. The shapes range from sophisticated and sharp to curvy, floral and feminine.
I have drawn these with the target customer in mind, relating to my ‘Fashion/Advertisement Survey’ also, which results in most people favouring a ‘Sophisticated/Sharp’ bottle design, with ‘Classic’ being the second most popular preference.
A collection of bottle designs with detail and inspiration taken from the floral/dark ink theme that has recently been used for Keiko Mecheri’s launch with visuals, surrounding the current fragrances. I am designing with a contemporary aesthetic in mind, that will attract a younger market, below the age of 30. This will gain attention from a more diverse age group rather than the previous older generation, also resulting in more sales.
Some more designs that I have created with the ‘Sophisticated/Sharp’ aim in mind. Keeping to the black and dark colour scheme which I personally enjoy reflecting in my work.
The purple, again, links to the Loukhoum series that Keiko Mecheri released in 2002. I have varied the lines and shapes within the bottle designs so that I can develop and/or select towards creating my final outcome.
I have integrated some of my previous drawings into the shapes and overall it seems that the left bottle evokes a masculine aura due to the broadness and strength. The right bottle appears to hold a feminine appeal due to the softer look and the simple triangle which completes the overall presentation.
These are my final bottle designs for Keiko Mecheri. I have settled with the masculine and feminine appeal as both bottles gravitate towards men and women. The illustrative element add’s individuality which will emerge from many typical fragrance designs. For the name, I thought the bottles express the word ‘daring’ or ‘bold’ and decided that it would be practical to use one of the words in the french language. I translated the word ‘daring’ which is ‘Audace’ for men and the feminine version of the word appears to be ‘Audaci’. Personally, I think the name’s are unique and distinctive, which should attract customer’s from both the younger (20’s) and older (40’s) generation.
Magazine spread, presenting the Keiko Mecheri fragrance advertisement in both vertical and horizontal layout, to visualise in a professional form.
These are my 3D representations of the Keiko Mecheri ‘For Him’ and ‘For Her’ fragrance bottle designs. I created these using Sketchup, using simple tools and techniques to produce these visualisations. Not only has this become a newly learnt skill, but it is a useful way of showcasing designs for a product in a more realistic form.
Although these pieces do not reflect much detail, you are given a general overview of what the fragrance could look like if it was manufactured.
United Nude is a women’s footwear brand, inspired by architectural design. Their visual aesthetic is strong and communicates unique, contemporary style. Eccentric designs and variety are fitting for a person that wants to express their individual taste and creative flair. Whether it’s for an outgoing and statement led occasion, to a formal and sophisticated situation, United Nude provide comfortable footwear that is long lasting and affordable for the quality and service provided. The creativity behind United Nude is exceptional. Collaborations with other architects, designers and software companies allows their ideas to be put in place so they can produce almost anything they wish, as long as they have access to the technologies needed.
There are around 40 countries that sell the brand’s footwear, with flagship stores located in London, Amsterdam and New York.
Products sold by UN include footwear for both men and women, with some styles being unisex, accessories and limited edition pieces, which are usually produced in collaboration with other designers and architects. United Nude are positioned on the middle market level. Expensive footwear is due to the originality of the designs. Some styles however are of a more affordable price - These appear to be the practical trending pieces such as pumps, sandals, trainers and boots.
CONSUMER
High profiled celebrities such as Lady Gaga, Kim Kardashian and Lindsay Lohan wear their shoes,which results in worldwide recognition and an increase in customers.
CUSTOMER PROFILE
Anastasija Vatikas is a daring creative director of an independant makeup brand ‘Eccentric Wire.’ She has an admiration for unconventional styles and products and is a regular consumer of United Nude, purchasing new footwear and accessories every season.
SOCIAL MEDIA Information on the brand can be found on their social media accounts, through events and interviews or talking to sales assistants in store. This form of technology allows United Nude to express their background and brand ethos, whilst showcasing their inspirations, collaborations and creations. While visiting a store to seek out new styles and test products for quality, fit and purpose, not all people have the time or wish to travel far if they do not live close by. For this reason, displaying and selling product’s online, allows accessibility to anyone. Another beneficial outcome of using social media for promotional reasons is that you are guaranteed an increase in potential customers. One way is through current consumers sharing information via their own profiles as well as the company sharing updates on new products, collections, competitions, offers and promotions.
SOUNDCLOUD
TUMBLR
COMPETITOR
The competitor of United Nude is London based luxury designer Kat Maconie, who produces unusually designed women’s footwear with a contemporary style. Shoe prices extend to £600, which in comparison to UN is not as steep but the originality of the designs is what relates to the brand. The geometric and edgy styles along with the sophisticated block heels cater to the statement provoking wearer as well as the formal and sleek working woman. The AW13 and AW14 collections feature boots, heels and sandals.
My reason for wanting to create a club experience is due to personally enjoying the nightlife as part of my own lifestyle. Together, the atmosphere of a club with the interior design to the lighting, music and liveliness is what makes it such an exciting time. Concerts have the same effect but in a greater way, which is why I desire to attend many worldwide festivals in the future. I have a love for art in many forms and believe this also includes the music that I listen to. It is a great way to connect or express an emotion, which you may not be able to communicate physically. Technology is another aspect that I, as with most people, use daily. I have these products, which I feel I could not manage without. My docking station for example is my most preferred device as it outputs music to a higher level, which stimulates motivation and feeling of contentment.
TECHNOLOGY
3D
VISUAL MERCHANDISING
SOUND
LIGHTING
SKETCHUP
After learning the required designing to find and select addition of black, with an element of apply after adding can be resolved so
Sketchup tools and techniques, I created an interior living room. This the basic room, applying simple colours and using the ‘3D Warehouse’ furnishings. I used a simple colour scheme of white and mint with the chrome and light details. The overall theme is contemporary and sleek calmness. Unfortunately, creating the flooring effect did not seem to the furnishing, which means I need to figure out a way that this issue that the overall look is complete.
FINAL PRODUCT DESIGN COMPETITION & EVENT
This is my final outcome idea of a competition held by United Nude, in which people can design their own footwear. The winning designer will have their final product showcased in-store and online. They can enter by submitting ideas through social media sites such as Facebook,Twitter,Instagram and Pinterest. For further details, they can also visit the website on ‘UNITEDNUDE.COM/UN3DPRINT.’ To support the competition and success of the winner, an event can take place at one of the London flagship stores, with the final winning product displayed to the winner’s friends and family, with an online live stream for people to watch. Benefits of launching this idea is so that the brand can gain more recognition through entries on social media. They could also find potentially creative designers that could work for the brand for a limited time or have the opportunity to sell their product online as a limited edition item.