Whistles for YCN Student Awards, 2015.
Featured on The Dieline: Concepts We Wish Were Real
Design a concept and campaign for the first ever Whistles scent.
Context & Target Audience
“Whistles is a leading British contemporary fashion brand that encapsulates an intelligent sense of design with timeless and luxurious pieces. Our collections are modern and laid back with an attention to detail and quality”, CEO Jane Shepherdson.
This is a new category for Whistles, the clothing line bordering high-street and luxury fashion, whom are wanting to expand their product range into a spin-off market following suit of competitor brands such as Comme des Gargons, Le Labo and Byredo.
Whistles have 53 stores and 74 concessions in the UK, Ireland, France, Germany, Switzerland, Holland, US, Russia and China.
The target audience for the new scent is both new and existing customers (both male, and female) whilst wanting to feel intelliigent, independent, confident, self-aware and selective.
Concept and campaign for a new Whistles scent for both males and females, taking inspiration directly from their product lines, colour schemes, fabrics, patterns and textiles.
The fragrances are called Botanica and Flora, taking on a musky, floral scent, and are visualised through collaged segments of Whistles clothing and accessories, creating a visual connection for the user, whilst relating with the existing elements of the brand.
These are visually represented through collage, reflecting both feminine and masculine product lines.
The packaging design for both scents, is influenced by the visuals used for the bottle design, reinforcing the concept, scent and visual undertaken.
By keeping the design minimal, the juxtaposition of the collage, logo and typography allows for a chic, sleek and luxurious aesthetic and tone. A simple one-piece gift box is a classic yet luxurious way of packaging perfume with a bold design to create contrast.
The pattern and logo will change accordingly for the Male scent, Botanica, featuring an inverted logo and blue floral collage.
The Female scent, Flora is shown packaged in a bottle and a gift box.
To promote the scents further, for a limited time when bought, the product would be further packaged in a gift bag featuring the collaged print and Whistles logo
Advertising through magazines is the most effective form of promotion for fashion brands, therefore this is crucial to ensure a successful product line launch.
A simple poster-style advertisment would be placed in magazines such as Vogue, Harpers Baazar and Grazia, promoting the new product lines - Flora and Botanica - the brand and visual to associate with.
Due to an increase in the amount of online shoppers, the Whistles website also needs to draw attention to customers - both existing and new - looking to buy the new scent.
A proposal of how the scent could be promoted online has been produced to show how this would function. Opposed to showing a visual of the product itself, a visual of the associative print has been placed in position to draw attention and create traffic.
Environmental Signage and Promotion
To promote the new Whistles scents, two variations of posters would be produced and displayed in train stations, bus shelters and billboards around cities and towns, allowing a mass audience to gain awareness of the new product line.