Saturday, 28 February 2015

WHISTLES - SUBMISSION BOARDS

WHISTLES - FINAL IDEA



Flora for Women

Packaging
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.




Promotional Packaging
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.


Botanica for Men




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.




Website Proposal
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.


Magazine Campaign
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.

Further Product Proposal

The scents could also be distributed and promoted as a Room Spray for example, being presented in a slightly different bottle, yet keeping the same branding for the two scents Flora and Botanica.



WHISTLES - FUTHER IDEA DEVELOPMENT & FEEDBACK

I felt using the larger petal collage and the floral collage together was visually too much, so I wanted to experiment with this in a different way in order to see how this looks. 

I experimented across a range of different media and formats, and felt with the bottles which were designed - simple, white, and contemporary - it was again too much, and I didn't know which was the brand print so to speak, or the focal point. To resolve this problem, I worked on the same elements yet using the floral collage which I felt worked much better and was less harsh on the eye - it is easier to understand the concept, and recognise the brand image without being visually overwhelmed. 




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Experimenting with the 2 floral collages, I worked on different ways these can be used to not only sell the fragrance on the perfume bottle, but to use with the campaign and promotional materials. 

Below shows 3 different posters, promoting both the female and mens scent. 1 of the posters shows no visual of the product itself, instead promoting the 2 scents through the collages representing the female and male scent. I found this to be a more conceptual way of promoting the item, allowing a visual association to be built up with the scent. I would like the print to become synonymous and recognisable with the scent and brand, using elements of their current collection to make up the print. I feel this works much better than using the petal collage as seen above.

With the packaging as well as the promotional material, the design and execution has been kept simple and minimal allowing for lots of white space - this is also in-keeping with the existing brand image, whilst allowing for it to look like it could sit in store next to the clothing collections featured within the collage. 

At this stage I also held a crit whilst on placement with my boss, Emma whilst discussing what I am up to at college at the moment. I thought this would be a good opportunity to gain some external feedback from someone who doesn't know the briefs I am working on or the work I have produced so can therefore give me independent and honest feedback. I was actually very surprised how positive she was in regards to my work. Not because she is a negative person but because I have doubts at times as to whether I am doing well and heading in the right direction with a brief. As the Whistles brief is a conceptual one rather than based on meticulous crafting skills, I knew Emma would provide good feedback due to the conceptual work I produce on placement. I explained the brief to Emma and she gave me the following feedback which really made me feel like I had hit the nail on the head with the brief and given me some additional confidence:

- Strong visual image for sub-brand.
- Distinguishable male and female scents.
- In-keeping with the brand guidelines and existing brand image.
- Reminds her of their S/S window displays.
- Clever use of existing brand colours and patterns within the main visuals.
- Not too high-end and not too down market.
- Works across a range of media.
- Perfect for Whistles.







WHISTLES - IDEA & DEVELOPMENT

I have carried out quite a bit of research now regarding fragrances packaging and the campaigns around these, and have noticed a major trend for florals to be the key scent used across in different ways, whilst being promoted and marketed in different ways also.

I wanted to work with florals, not for it being an easy option, but to allow myself to do something for a simple scent, yet that will stand out from its competitors and remain highly conceptual and visual. The packaging for floral scents which I have seen is very stereotypical with watercolours, illustrations and photography, and therefore wanted to take the opportunity to do something which will be different, and rememberable whilst in-keeping with the Whistles brand image and corporate guidelines. 

I had an idea whereby the brand was reflected through an image of a flower. I felt really inspired by the prints and patterns taken from the Whistles website, which I had noted previously. I wanted to incorporate these prints into the packaging and bottle design in order to allow a visual link with the brands existing image and existing customers, yet reflect a strong, solid brand image for new customers. I wanted to collage a flower using prints and patterns taken from Whistles current season collection prints, allowing for the visual to be up to date. 

I cropped the prints and printed these out onto several A3 sheets. This was done with prints and patterns used for both the womenswear and menswear collections. 

Below shows the development process of the collaged flowers:



Sheets were printed off, and  from these using a scalpel petal shapes in both small and large sizes were cut in order to create layers. These would then be worked with by hand to create a collage, scanned in and then worked with digitally.







Hundreds of petals in 2 different sizes allowing for layering of the petals. I began layering up the petals, using 2 colour schemes - bright and dark - reflecting the female and male clothing collections. These would then be used for the female and male scents.







Layers were built up using different prints, patterns and colours until I felt happy with the outcome, allowing for a collaged flower to come to life, with depth and tone.

This was then repeated with darker petals, allowing for a flower for the male scent to be created. 




Once I had created both of the collages for the scents, I had so many left over petals I made some additional flowers to experiment with digitally also. I prefer the larger, fuller flowers, however I want to work with these also before making a final decision on this.



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Below shows the scanned in collages, which show the true colours and detail of the artwork. The development images were taken with my phone quickly whilst working so do not reflect the high-quality visual created. I feel these should be quite easy to work with digitally, allowing easy resizing, colour manipulation and the addition of extra layers, shapes, backgrounds, type, logos and flowers.







I also created a larger A3 print with some of the remaining petals, again as an alternate option with the branding and illustration to reflect the concept.

Below shows the addition of the logo, which has been placed according to the brand guidelines which came with the YCN Whistles pack. The logo should have a border of the x-height surrounding the logo allowing for the type to breathe. The female scent has been called 'flora' and has been placed in Helvetica Neue (tracking 20) also as noted in the Whistles brand guidelines. The same was then done with the male scent, 'botanica' adding a masculine twist on the floral concept and theme.



I began working with the additional collages which were scanned in, using the collaged flowers and logo - this can be seen below. However, I feel that the outcome is too much visually, as the eye doesn't know where to look. I think a white background is best for the collage, allowing for the collage to stand out, as well as allowing the logo to be instantly visible and recognisable.