A revolutionary redesign of both brand and packaging that has a greater on shelf impact and increased sense of modernity. Addressing the brand, through the levelling the perimeter of the letters, the serif of the S was reduced and the stability increased. This initiated a sense of strength and masculinity whilst maintaining brand loyalty and recognition.
Vertical architecture use of the brand ‘S’ on the packaging served to both update and increase a perceived sense of size. The full brand wordmark and fragrance in a solid block added further structure and the bold use of colour and a graduated pattern served to clarify different variants. An overall matt finish pitches the brand and packaging to the identified male consumer.