As an update to the previous packaging that only featured the word "shock" in dripping neon paint, the Calvin Klein One Shock Street Edition packaging is much more exciting and distinctive.
Calvin Klein teamed up with renowned graffiti artists FABEL, aka Jorge Pabon, for the men's fragrance label and Miss163 for the women's perfume label. Even the wording was designed by the artists, making the new label's artwork the center of attention as it pops out against the stark white and bold black backgrounds. FABEL decked out the bottle in a highly graphic version of the word 'street' while Miss163 went with a cheerful floral motif with sunshine and rainbows peeking through.
The graffiti on the Calvin Klein One Shock Street Edition packaging wraps around to the back of the bottles.
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Research: 3,500 clicks in 174 w
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Concept: Calvin Klein One Shock
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Segment: Neutral, 12-55
Comparison Set: 27 similar articles, including: concealing cosmetic calendars, half-graffitied hotel suites, and girly graffiti installations.
Graffiti Fragrance Branding
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