Archive for the ‘ To promote ’ Category

Two variations of glass for promoting two concepts of man

The historic brand haute couture “Canali ” has turned to Eurocosmesi, the division of Guaber Group specialized into perfumery channel, to produce and distribute “Canali Men”, the new line of perfumes with which the brand has debuted in the world of fragrances. Italian Perfumery, other Guaber division specializing it the enlarged distribution, has instead developed, according to a very different concept, “Max”, the first men’s line that ties its name to the publishing world.

A high quality glass, a precise project and a concept of packaging as tool of promotion unite the two packs.

Canali Men

Canali proposes a line of perfumes dedicated to the same target of its dressing collection: men with refined and distinctive taste, quality-conscious and able to appreciate the attention to detail. So Canali wanted not only a refined and distinctive fragrance, but also an elegant packaging, able to promote the values that always identify the brand in the world: style, luxury, simplicity, attention to details, tradition and innovation. The uniqueness of the olfactory sensation given by the perfume is reflected in its container: a glass trapezoid bottle, brilliant and precious as a jewel, but soft geometric structure in the profile, minimalist, elegant and balanced surmounted by a cylindrical metal cap in polished titanium colour, which in turn rests on a steel-coloured satin ring where the mark  Canali is embedded.

Max

The packaging chosen for the next generation of the male scent Max, the first perfume “cult” , is completely different. The pack of Max reflects the dynamism, the strong and passionate male character and the fragrance of the target which is dedicated: men integrated into the social fabric in which they live, a man that pays attention to fashion and culture trends.  The perfume is contained in glass bottle of premium subject to pickling and a silver paint layer very thick, making the surface uniform to touch. TRhe logo is gloss printed and the bottle is embellished with a precious metal cap weighting silver finish.

2010
06/17
POSTED BY
CATEGORY
To promote
Leave a comment

Fashion Scent

After old perfumers spread the habit of using delicate scent upon their own body among people, many couturier have launched their perfumes. Why?

The most immediate reason: the perfume, so appreciated by the market, is always  an economic success, thanks to which many couture maisons have survived during the time.

The most noble reason: women don’t wish only to be well dressed, but they also require fragrances able to underline their elegance.

Thus, some couturiers have become great perfumers too, able to use smells and related packs (above all packs) to interact with their target. The interaction made possible by fragrances’ packs is a tool of valorizing couturiers’ collections and their concept of women.

No coincidence that manufacturers are more and more attentive to the package. Great seducer, the packaging causes lightning strikes: a sixth of second, experts sais, the pack has already conquered the beholder.

Thomas Hine, a journalist who has devoted a book to the topic (“The Total Package“) defines “Masculine Forms”  the tall, angular, monumental forms. These are able to awake the erotic senses and the desire of the conquest. While the soft, sinuous and round forms are “Female Forms“, because they tend to reassure the child that is in all of us.

“Flower by Kenzo”  falls under this theory.

Being faced with the choice of the “masculine form” that usually presents full colours, the transparency of glass is reminiscent of the ice and, however, softens the presence of the red poppy, a symbol of passion and joy that touches the peak of its glory in 100 ml bottle, in which the flower is fully bloomed. The choice of the poppy isn’t random or simply tied to the colour: red poppy is odorless and Kenzo has had  to invent Kenzo perfume.

For Kenzo, women are faced with looking for a mediation between the world of the city and the need for contact with nature, among the very strong top notes and the heart cypria, sweet and seductive: not surprisingly Kenzo headline slogan is “a flower city”.

Another example of female form package is that of “J’adore by Christian Dior”.

J’adore is a fragrance for a woman who certainly makes her femininity weapon of seduction. The sweetness envelops the harmonious base notes,  and rounded forms are reflected by the glass bottle that lets you see the colour of the perfume become gold by metonymy. The long neck enclosed by a series of rings recalls the magnificence, elegance and richness of this woman, whose fragrance is addressed. In fact the advertising campaign for print and television shows a woman cannot resist the urge to dive into a pool full of gold: how women cannot resist gold, they cannot resist J’adore.

J’adore encapsulates the personality of the product Or and producer Dior, a musicality that creates a strong similarity which makes the indelible image of the perfume.

2010
06/17
POSTED BY
CATEGORY
To promote
Leave a comment

Adidas packaging: a promotional strategy

Adidas has revolutionized its reputation in recent years: its lines of fragrances and body products have rapidly transformed from articles to niche successful products, among consumers of all ages and more disparate interests.

Adidas launched operations on various markets, with a common goal: creating an increasingly close between Adidas brand and sport, particularly football.

So, in 2006 Adidas wanted to exploit the global football event par excellence, the World Cup in Germany, to boost certain markets  with some lines of men’s fragrances and body products: Sports Field, Dynamic Pulse, Team Force and Blue Ice Dive Challenge; a new fragrance, Victory League, created for the occasion and distributed in special edition, has been added too.

Adidas promoted the first restyling of the pack to ensure the success. Adidas had two aims: to give the products a unique appeal and to consecrate the indissoluble bond with the competitive spirit and friendly atmosphere of the World Cup. For this, the company created Crown speciality Packaging, a subsidiary of Crown Holding. The draft of the new packaging was chosen to enrich the product with a truly original kit: color for the face, strictly customized with the colours of the flag of the National Heart, equipped with a special brush applicator. This represented a nice idea to seduce a male audience auger to flaunt their patriotism during the most exciting challenges of the championship.

Adidas chose two different markets for the launch of its fragrances (France and Germany) and each market requires a different promotional package.

To deploy the new Adidas fragrances on the French market, the company chose to use the channel of supermarkets, department stores, pharmacies and beauty shops. The package for this distribution was that of metal cans: the slender cylindrical silhouette, whose black surface is decorated with the logo of Adidas and the image of the products included, gives a masculine look and sport strictly assembly. The packages appeal bubbly and friendly, calling to mind the common soda cans, a feeling of freshness and carefree summer of fun and desire to compete according to a healthy athletic competition.

For Germany, instead, Adidas chose a chain of stores for premium cosmetics and fragrances. Having to compete with packs valuable luxury products, Adidas has created a high added value packaging and able to optimize the content, advanced design, typical of high perfumery products, but taste and trendy sports, in line with promoting the spirit of football. So The company adopted a metal packaging, reseable, with a sophisticated oval shape: chic packaging that looks attractive and hard studied to distinguish between the sober Teutonic competitors shown off the shelves of beauty shops in Germany.

Superior detail was also the graphic design of packaging Adidas Lines. To create a graphic design impact, able to seduce a masculine audience and enhance to the highest  degree the link between the Adidas brand and spirit of world competitive football, an indelible mark on the packaging was the ideal choice. The successful package recreates on its surface the effect of football.

2010
06/16
POSTED BY
CATEGORY
To promote
Leave a comment

Geoblack for Alviero Martini 1A classe

Leading brand in the world of leather goods, accessories and clothing woman, Alviero Martini 1A Classe has a line of fragrances perfumes and body care GEOBLACK, opened in 2007 with th male fragrance GEOBLACK MAN (among the finalists of the 2007 Accademia Del profumo), which now joins the women’s version.

The world Geoblack proposes the identification elements and symbolic universe Alviero Martini 1A Classe: the famous map drawn by Alviero Martini in the eighties and inspired by the legendary voyages of the belle époque. But the version reinterprets Black, indicating that, after nightfall, the journey becomes even more compelling.

GEOBLACK WOMAN presents a very simple packaging , voluptuous forms, not redundant, but rather linear, ultra-feminine and elegant at the same time, underlining the strength of the product that lies in its easy of use and enjoyment of its fragrance, in exotic top notes and sweet to a fund.

The pack of Geoblack Woman is linked in glove with that of Geoblack Man wich preceded it. For Geoblack Man, the decision of declining in black , on the carton, the decoder element of the brand, the map (that made the brand famous), is to evoke the darkness of the night, illuminated, however, by flashes of charm moon. To give energy and light, the surface of the box is worked black on black and the bottle, that however presents the convexity that characterizes the world Geo, is always black painted but with a matte finish, to represent the virility of a very modern man.

In the design for the female version, Black continuous, but it is loaded with other meanings. Even here is Black to prevail not only as a symbol of mystery, but also of elegance, luxury and modernity. The bottle is no longer mat but is clear coated with pearlescent and flashes of light, which remind us the harmony of the woman during the night are dressed in the black light.

The cap remained identical to that of Geoblack Man, to mark the link between the two scents, one necklace, the pink shade of the logo in the convex side of the glass to recall the colour of the flesh and sinuous delicacy of the female form.

2010
06/16
POSTED BY
CATEGORY
To promote
Leave a comment

“Paul Smith Extreme” promotes Paul Smith

 

In 2002, Paul Smith wanted to create a new perfume in limited edition to reinforce his brand without creating a second line of fragrances.

Aboud Creative had already created the iconical stripe of Paul Smith and the vortex motive used in company communications but not for the products or in the packaging. The perfume licencer, Inter Parfums , recognised the potential of a packaging based on the stripes and, as the perfume was in limited edition, he made the company not use the standard logo.

The stripes are impressed on the glass bottle through sublimation, a process similar to hot transfer; the bottles are then put into specific hot ovens: in this way the colour is mixed into the glass.

On the bottle of “Paul Smith Extreme”  there is the logo but also the signature, impressed after the stripes. Paul Smith tested different types of pens to write his signature on the side of the bottle, with the name “extreme” handed-written.

The perfume was soon a great commercial success and it is now the second line of fragrance most sold by Paul Smith: the package has perpetuated a perfume born for a limited edition.

2010
06/15
POSTED BY
CATEGORY
To promote
Leave a comment

To promote

The global development of brands and design has created a world-wide team of managers that have to keep the aspect of products and services we see, touch, hear and buy. During the XIX and XX centuries the brand communication spread  and inspired the evolution of packaging as tool for the affirmation of brands and for the promotion of products and services and of physical and virtual shops where they are exposed and sold.

The brand is everything the company realises and the designers create communication systems for brands which assure that all aspects of producers’ activities are coherent and organically expressed to make the manifestations recognisable.

The packaging offers 3-dimensional forms, animation and the possibility of various ways of communication. Brands, products and packages are sometimes so linked  that is difficult sharing the product and the package.

The  promotional packaging is much more than a simple box, although visually interesting and carefully realized. It mixes graphic and 3-dimensional design in a way that the producers can spread their brands, increasing their value, potential and duration. The designers, in fact, describe the external package as the “shopper”, a simple contention which is able to collect a huge number of messages that motivate customers to buy the products.

2010
06/15
POSTED BY
CATEGORY
To promote
Leave a comment

Recent entry

Archive

Category