Sarah Butler
Brief 04: Paco Rabanne
OUGD603 Extended Practice
Brief
Create a new brand identity for a Paco Rabanne fragrance. Eliminate the previous concept they use in the promotional materials. Although the fragrance will be for men, aim to make the theme of the brand gender neutral, opposing their previous ideas of how to attract men to their fragrance.
Sarah Butler BRAND RESEARCH
Brief 04: Paco Rabanne
OUGD603 Extended Practice
Research
In the past few years, Paco Rabanne’s branding and promotional advertising materials have been focused around the excess, striving to exhibit the luxurious lifestyle that comes with the fragrance, the fast cars, endless money and loose women. Making this brand gender neutral would involve stripping it of all of that and pretty much starting from scratch.
Sarah Butler VISUAL RESEARCH
Brief 04: Paco Rabanne
OUGD603 Extended Practice
Research
Following visual research it became apparent that the key to achieving gender neutrality is through simplicity. The most simple visuals are those which fit each gender as they remain classic and sophisticated whether for a man or woman.
Sarah Butler DEVELOPMENT
Brief 04: Paco Rabanne
Concept
The idea behind the design is to promote the meaning of ‘fortune’ more as something that is earned and made by a singular person themselves, and not something that can be bought or that anyone is ever entitled to.
OUGD603 Extended Practice
Development
The selected logo was chosen because of it’s refined shape, and the sophisticated balance of black and whit, leaning in neither particular direction. The incorporation of the gold pattern with the black inky texture nuetralises each element respectively, the textures breaking up the stiff grid of the gold, the pattern bringing tranquility to the inks.
Sarah Butler FINAL SOLUTIONS
Brief 04: Paco Rabanne
Solutions
The final solutions for this brief consist of five poster designs, letterheads, business cards, a gift bag and a boxed fragrance bottle.
OUGD603 Extended Practice
Business Cards
The business cards act as an embodiment of the brand, a small token of what it represents; simplicity, sophistication and class. The visual design translates across all platforms to this brief, to maintain consistency, and make the brand recognisable for something other than it’s previous (fairly sleazy) advertising.
Sarah Butler FINAL SOLUTIONS
Brief 04: Paco Rabanne
fashion
fashion
fragrances
fragrances
CLASSICS
COLLAB ORATION S
INVICTUS
MILLION
OUGD603 Extended Practice
house
FORTUNE
BLACK XS
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fashion
fragrances
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FORTUNE Fortune favours the bold, and Paco Rabanne’s new belief is that every man should be the maker of his own fortune. This fortune does not relate to money, cars or women, but to the journey one must undertake to achieve his fortune. This fragrance is designed for those men, the men who want to earn their fortune by exuding confidence and sophistication to those around them. Being enchanting and captivating requires a little more than natural charm, and Fortune fills those gaps.
Website
This web design is a reconstruction of the Paco Rabanne’s existing website. It is designed to take the emphasis away from the physicality of luxury, and exchange it for an idea of luxury, insinuating it as more of a state of mind.
Packaging
The design of the bottle aims to reflect the brand. Simply the shape of the box and bottle can dictate gender and this bottle is evidently directed at men. The design of the bottle is kept clean cut and ominous, giving an element of mystery to the design.
Sarah Butler FINAL SOLUTIONS
Brief 04: Paco Rabanne
OUGD603 Extended Practice
FORTUNE FAVOURS THE BOLD
Posters
The posters similarly remain mysterious, featuring only a quote or saying which promotes the idea of working for what you have, as oppose to winning it. The black white and gold is intended to inject only a slight hint of luxury, but not in the same excessive manner of the previous promotional material.