Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles

The Brief

Design a concept and campaign for the first ever Whistles scent.

Brief Type

Live Brief from Whistles for YCN 2015.

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 Garons, 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 intelligent, independent, confident, self-aware and selective.

Considerations

There are many elements to consider with this particular brief, especially due to being for a major competition and a particularly large brand in the Fashion world.

Due to being a new product, the scent, or scents for both men and women need to be thought out and conceptualised in order to stand out from competitors and the crowed perfume market. Therefore the design, packaging and execution needs to be on point, fit in with the existing brand image and corporate brand guidelines whilst being new, fresh, chic, luxurious and noticeable.

With any product such as this, relevant advertising and marketing needs to be put in place to ensure success, therefore promotional materials have also been considered and thought out in regards to application across different media.

Solution

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, visualised through collaged segments of Whistles clothing and accessories, creating a visual connection for the user, whilst relaying with the existing elements of the brand.

Evaluation

I am really enjoyed this brief, and felt I found my feet with it. My love for Fashion graphics came to light with this brief, allowing me to engage with the luxury sector once again in a more in-depth, conceptual and thought out manner. I also was able to revisit my love for collage and more experimental design. I believe the outcome fits the brief, whilst enabling me to learn more about the industry and its specific niches and needs.

1/10

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles

Whistles

Whistles are a leading British contemporary fashion brand that borders between high-street and designer. Garments are often modern and chic, with the upmost attention to detail, colour, pattern and execution.

In September 2014, Whistles launched their first ever Menswear line, encapsulating modern classics with a sporty and effortless slant.

Contextual Research

Competitors

On the high-street Whistles can be compared to the likes of Karen Millen and The Kooples, whilst also being compared to designer brands such as Comme des Garons, Le Labo and Byredo.

Comme des Garons for example, have recently launched a perfume expanding their product range, leading to Whistles wanting to follow suit.

2/10

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles

Colour, Print and Pattern

Whilst researching for this brief, I looked into Whistles past, previous and up-coming collections to gain inspiration from their garments. I found particular interest in the colours, prints and patterns used for their garments very eclectic, diverse and feminine, whilst being neutral and bold. I wanted to find a way of portraying this through the outcome, allowing for a visual association between viewer and brand, whilst keeping in-line with the well-known and reputable existing brand image.

Aesthetic Research

3/10

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles

Pattern Design

I printed off many Whistles patterns and prints from their current collection, and then manipulated these by hand to form collaged flowers.

Development: Pattern Design

4/10

Final Pattern Design

Two pattrens were created after experimentation and development, one for the male scent and the female scent. Patterns and prints from the menswear and womenswear collection were used relevant to the scent. Using visuals associated with the brand at present, this allows for a recognisable link between the new product and the inherent Whistles style.

Furthermore, seasonal scents could be designed and produced in the same or similar manner for a further range.

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles Outcome: Concept

Concept

Two scents have been derived - Flora and Botanica - promoting a floral, yet musky fragrance.

The scent has been taken from a floral theme, influenced and inspired by the past, previous and future colour schemes, prints and patterns of the Whistles clothing collections.

These are visually represented through collage, reflecting both feminine and masculine product lines.

5/10

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles Outcome: Packaging

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.

6/10

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles Outcome: Promotional Packaging

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.

7/10

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles Outcome: Environmental Signage and Promotion

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.

8/10

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles Outcome: Website Proposal

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.

9/10

Danielle Muntyan OUGD603 Extended Practice Brief # 12 YCN - Whistles

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 advertisement would be placed in magazines such as Vogue, Harpers Bazaar and Grazia, promoting the new product lines - Flora and Botanica - the brand and visual to associate with.

Outcome: Magazine Campaign

10/10