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

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

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

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

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

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

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

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

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