FRAGRANCE PACKAGING DESIGN TEAM BRIEFING BOOKLET
CONTENTS Concept Consumer Competiton Packaging
Brightly coloured, playful patches that emit scent throughout the day. Somewhat similar in style to transferable tattoos that we all knew and loved as children, that are making a strong comeback into the world of bohemian fashion, currently being sold in many popular high street stores such as urban outfitters and top shop.
CONCEPT Brightly coloured, playful patches that emit scent throughout the day. Somewhat similar in style to transferable tattoos that we all knew and loved as children. These are making a strong comeback into the world of bohemian fashion and are currently being sold in many popular high street stores such as Urban Outfitters and Topshop.
A practical yet outrageous accessory that is sure to get you noticed. Designed to be worn visibly, on arms legs shoulders or neck, users are encouraged to be creative with the product! Suitable for clubers, ravers, festival goers and anyone with a quirky style who wants to stand out from the crowd, our direct market however are those who attend Electric Daisy Carnvial.
DEFY
We decided upon the name ‘Defy’ for our brand. As when looking into the history of bohemain style we became aware that this approach to fashion challenged the norm. We believe our product mirrors this idea as festival goers are ultimately outsmarting the rules and regulations of festivals; most significantly the “no glass” policy. Therefore it became clear that rebellion was a key theme within our concept which is why ‘Defy’ fitted perfectly.
NEED FOR THIS PRODUCT? Most major festivals have a strict “no glass” policy. Unfortunately for girls, that also includes perfume bottles. So far the only other alternative solution available is carrying around an aerosol can of body spray, and as most festival goers prefer to pack as light as possible when venturing away from the campsite for the day, carrying a can really isn’t ideal. Our product offers a practical, original and fun solution.
WHO IS OUR GIRL? Our product is directed at those who attend the Electric Daisy Carnival. Resultant of this our consumer is fun, young and outrageous. They desire accessories; whether it be glitter, body paint, metallic temporary tats, daisies, feathers or endless amount of rings – for them it’s the bigger the better. They epitomise the bohemian style and embody the gypsy spirit. Their approach to fashion is daring, vibrant and ultimately an excuse to stand out from the crowd. With them being full of life, it doesn’t come as a surprise that they wish to dance the night away!
CONSUMER HOW ? How do you plan to communicate (promote) to this consumer? - Advertising videos - Support of beauty bloggers online Youtube - Social media - Free samples at events related to our consumer.
Non-conformist Free Spirit Eccentric Oddball Offbeat Hippy Artistic Gypsy Exotic Unconventional Radical Vibrant
She is free, radical and independent. She holds her own personal style, while embracing her spirituality and fulfilling her passions.
COMPETITION WHO? Due to the common “no glass” rule at festivals, our target market is very limited on choice of product. Our main competitors are based within the convenient body spray market. Brands such as the popular
“So”, “Impulse” and “Charlie” are just some of our main competitors as they provide deodorant cans that are condensed in size which festival goers can easily fit in their ‘bum bags’.
Marc Jacobs offers fragrance emitting jewellery including necklaces and rings which could be an attractive preference to our target consumer. This is resultant of it being designed to be aesthetically pleasing, much like our own product as we aim to encourage it as an accessory.
WHY ARE WE DIFFERENT? We plan for the fragrance within our product to last 8-10hours, which ultimately highlights one of our key concepts. Whereas cheap fragrance that is often taken to festivals does not have the longevity that we aim to provide. In addition we offer reassurance as our fragrance stays with you; our consumer does not have to take into account the last time they have sprayed or if they need to spray once again. She can have fun with plenty of room still in her bum bag and without worrying about unwanted body odours.
WHERE?
HOW MUCH?
- Electric Daisy Carnival - To Sponsors – Insomniac - Beauty counters in store, such as Boots.
How much will your product be sold for? We will be pricing ourselves in the bracket of £10-£20.
In relation to packaging, we want to keep it sweet and simple, minimalist
with a burst of
colour and possibly some geometric detailing. Our packaging colour story is metallics [mainly for the tattoos themselves] and earthy tones [packaging].
We aim for young, vibrant, current packaging that is relevant to our target audience. Space is also key so we wish to keep it slimline and stylish.
PACKAGING NO THANK YOU
YES PLEASE
SHARING IS CARING
TEAM BRIEF BOOKLET FASHION COMMUNICATION. CREATIVE NETWORKS. FASH10106