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Background
Brief Deliverables
Whistles is a leading British contemporary fashion brand that
encapsulates anIntelligent sense of design with timeless and
luxurious pieces. Our collections areModern and laid back with an
attention to detail and quality. Since its relaunch in2008, and
under the guidance of inspiring CEO, Jane Shepherdson, Whistles
hasbecome a wardrobe staple for fashion editors and industry
leaders, characterisedby its contemporary and effortless style.
Design a concept and campaign for the first ever Whistles scent.
The concept should take into consideration our brand positioning,
mission and strategies. It should target the female and male
Whistles customer as well as attract a new customers to the brand.
Were looking for ideas of what the scent should be, how it would be
packaged and how we would bring the product to market via PR and
marketing campaigns. You are free to demonstrate how you would
communicate your concept in one or more campaign channels.
In collaboration with Jasper Lee // Oscar Lawrence and Elliot
Tebbs on Film + Photography.
Perfume Packaging.Printed Campaign.Digital Campaign.Campaign
Video.
01 Concept
Influenced by Whistle established brand identity, extend their
strong visual image throughout the design and campaign. The concept
is derived from Whistles minimal aesthetic, focussing on embodying
the traits of both the Whistles Man and the Whistles Woman, through
perfume scents.
Jnae SaundersGraphic DesignLevel 06
Extended Practice OUGD60322.05.15
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Colour
The design aesthetics where sourced from the whistled brand
guideline manual, which was accompanied the YCN brief. These colour
influenced the overall colours for the brief and would accommodate
to the female and male audience through juxtaposing monochrome.
Typography
The body copy and online content uses Helvetica neue throughout
the branded items, these branding guidelines also influenced the
visual elements of the brief.
Branding Guidelines02
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Packaging
Research into high end fashion brands with existing perfume
packaging, the designs used unique perfumery bottles with
simplistic packaging. Although Whistles is a high street store, the
companies overall aesthetic is high end, clean and classic which
was a consideration in representing the brand.
Photography
Sensory photography is used at the forefront of the perfume
campaigns to highlight the senses in which the perfume would be
used. This style would also influence the aesthetic of the
campaign.
Visual Research03
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Whistles Woman
The Whistles Woman is intelligent, independent and discerning.
Woman combines
fragrances that embody the qualities and attributes of the
Whistles Woman.
Jasmine provides a feminine top note, fresh patchouli and white
musk add ro create a rich
and elegant fragrance.
Whistles Man
The Whistles Man is aware, selective and confident. Man combines
fragrances that embody
the qualities and attributes of the Whistles Man.
Grapefruit as a clean and fresh citrus flavour, oakmoss for
masculine and earthy tones and
sandalwood that exudes confidence.
Fragrance04
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Bottle
The bottle design is influenced by traditional apothecary
bottles that are used for medicine, the bottles where chosen to
contextually represent the chemistry between a man and a woman, and
when combined with the modern labels creates a versatile look.
Box
The alternative bottles design is sealed with a monochromatic
box keeping in line with the Whistles brand image.
Packaging05
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Look Book
To accompany the campaign, an exclusive fragrance look book has
been designed to go alongside the release of the products. The
purpose of the look book is to present the products to new and
existing customers with the aim to increase awareness and sales.
The look book will be available online as well as printed copies
available in store.
Aesthetic
The aesthetic follows a simple and clean grid that was
influenced by the Whistles existing website and photography, full
bled images of models and the application of the scent are
highlighted in the publication to inform consumers of how the
product is uses and distributed around the areas of the body.
Print Campaign06
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Website
The fragrance will have its own page on the Whistles website.
The online presence uses the signature colours of the campaign. Man
and Woman both have dedicated pages providing more information on
each product.
Campaign
The social media campaign Scentsation runs through Instagram and
Twitter allowing the users to interact with Whistles - through
either #whistlesman or #whistleswoman - with the incentive of their
images appearing on the website.
Online Presence07
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Campaign
Using the signature monochromatic colours of the Whistles brand
and scents, images from the campaign will be distributed around the
city to promote and entice existing customers and new audiences to
the brand through engaging photography and sleek packaging for the
new fragrance.
Aesthetic
The campaign shows the product and the interaction with the user
which creates sensual tone of voice.
Promotional08
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Campaign
The video campaign celebrates the independence of both sexes,
whilst also portraying a connection between the two, through the
purchasing of the fragrance.
Distribution
The advert will be distributed on the whistles website, TV,
social media and within the store on projectors.
Video 09