In developing The Print Collection packaging, the bottles for the latest Stella McCartney scent, the designer took inspiration from two primary sources. The first was influenced by her Summer 2011 line of flirty floral garments and the second was from the signature form of her previous perfume vials.
Consequently marketing two products at once, this branding scheme features a photograph of three topless models concealed with pretty gem-shaped prints in front of their chests. Subtle folds are evident in the material which suggests the three dimensionality of the fragrance flasks. In pattern they represent the clothing, and in form they refer to the perfume.
In terms of the eau de parfum bottles, they are not simply decorated with the illustrations on one side, but the glass vessels also exude an elegant black to transparent gradient, adding aesthetic depth to The Print Collection packaging.
Fashionable Fragrance Branding
Print Collection Packaging is Inspired by Apparel
Trend Themes
1. Fashionable Fragrance Packaging - The trend towards fragrance packaging that is influenced by fashion designs, fabrics and patterns.
2. Multifunctional Branding Schemes - The trend towards branding schemes that market multiple products at once.
3. Elevated Visual Aesthetics in Packaging - The trend towards packaging designs that incorporate intricate, elevated aesthetic details.
Industry Implications
1. Fashion and Beauty - Opportunities for fragrance companies to partner with fashion designers and capture a wider variety of consumers.
2. Advertising and Marketing - Opportunities for agencies to develop innovative branding schemes that seamlessly incorporate multiple products.
3. Packaging and Design - Opportunities for packaging and design companies to create unique and elevated packaging designs that effectively showcase product features and brand values.