L'Artisan Parfumer

Sam Lane

Product___ Phero+ is a range of new perfume proposed for French niche perfume house, L’Artisan Parfumeur as part of the 2013 D&AD brief. The unique selling point of this perfume is that it is ‘bottling emotions’. Rather than simply selling a fragrance that was inspired by human emotions, we wanted to sell the physical emotion as if it were creating a chemical change in the user.

Phero+ D&AD 2013 01/05

Concept___ Researching the changes in the brain that are associated with each of the emotions led us on to basing the new packaging around pharmaceuticals and medicine. The four fragrances that we have packaged are: Testosterone (Scent A), Oxytocin (Scent , Adrenaline (Scent C) and Glutamate (Scent D), each of these act within the brain to produce the feelings described in the brief.

Brief___ French niche perfume house, L’Artisan Parfumer teamed up with D&AD to present this 2013 brief. They was looking to brand a brand new range of four perfume scents that are based around different human emotions. They was looking for a concept that was innovative and would create a brand new unique experience in the perfume world. The target audience is midle class but there is no definate male or female audience, just people who are looking for a new experience.

Sam Lane Phero+ D&AD 2013 02/05

Branding, Type& Colour

Branding___ My main job for this brief was to come up with the most important part of the new range, the branding. The logo itself comes from a shortened version of the word ‘Pheromone’ which is a natural scent that humans emit. This ties in with the medicial and chemical qualities behind the concept. The accent on the ‘e’ is because the company is French and the additional plus symbol helps re-inforce the medical theme. I was also heavilly influenced by some of the swiss style pharamcutical designs of the 1970’s.

Type___ The main typeface used for throughout the brand is ‘Avenire LT Std’. This is quite a contemporary bold typeface that can work for both a stand alone logo and also for smaller elements. Helvetica is also used for body copy to fit the swiss, contemporary style.

Colour___ Using colour psychology, I researched then have carefully selected a four colour palette that represents each feeling. The colours are known to induce similar effects to that of the perfume. The colours work individually, but also as a set working from cool tones of calmness to warm feelings of fear and lust.


Packaging Design Perfume Boxes___ Using the colour scheme, typefaces and branding I applied this across the net which Chris had been developing. After numerous variations, we came to a joint decision that the plain colour concept was really much stronger than the rest.

Tablet Boxes___ I then applied this idea across to the tablet boxes using a simple tablet box net, where the plastic slips out of the holder in a ‘credit card’ fashion. I applied the logo that will be blow moulded into the plastic packet and also on the foil repeat pattern that will be on the back of the packets.

Bottle Labels & Tester Packs___ I experiments also with some bottle labels, before we finally ended up using on of Chris’ ideas for this. We also used my design for the testers which was directly influenced by the design found on the back of syringed and needles in hospital.


Final Product Range Perfume Boxes___ Using the colour scheme, typefaces and branding I applied this across the net which Chris had been developing. After numerous variations, we came to a joint decision that the plain colour concept was really much stronger than the rest.

Tablet Boxes___ I then applied this idea across to the tablet boxes using a simple tablet box net, where the plastic slips out of the holder in a ‘credit card’ fashion. I applied the logo that will be blow moulded into the plastic packet and also on the foil repeat pattern that will be on the back of the packets.

Bottle Labels & Tester Packs___ I experiments also with some bottle labels, before we finally ended up using on of Chris’ ideas for this. We also used my design for the testers which was directly influenced by the design found on the back of syringed and needles in hospital.


Final Product Range Tablet Packaging___ Both me and Chris experimented with the inside of the tablet packaging. This was created by lasercutting a wooden mold and then using this in the vaccum forming machine to get the raised logo and sections to keep the tablets. This was something that was new to us both, so personally I was pleased with this result.

Tester Packaging___ We purchased some sterile packaged needles, and the design was printed off and applied the the back of these packets. This way, it looks authentic whilst also serving it’s purpose.

Business Cards___ I created the business card by sandwhiching thick black stock together, then embossing the logo into the front of the card, just like the stand in the box. A sticker was then applied to get the range of four for different fragrences.

Documents

L'Artisan Parfumer