Breeze Fragrance
This is a product promotion project in collaboration with the Korean perfume brand Dalla. In this project, I serve as the product designer and responsible for planning the product's visual marketing strategy.
01
Design Concept
In the height of summer, the poetic essence of the product name evokes the idea of "the scent carried by the summer breeze," symbolizing the expression of one's charm through different fragrances. Based on fragrance types such as "herbal floral, oceanic woody," associative keywords are listed and the concept is evolved and extended into concrete visual elements.
02
Graphic Design
The product attributes are distilled into the imagery of "treasuring time" and "pursuing dreams," resulting in the design of two contrasting characters: the "Guardian" and the "Wanderer." The illustration style is inspired by Ex libris, highlighting that this product series holds special significance for personal taste and style, making it cherished and collectible.
The 'Ex Libris' style is well-suited for incorporating symbolic small elements to enrich the composition, which can be either abstract or concrete. This approach not only highlights the main features and their relationships (such as symmetry and color schemes) but also offers great expandability. It allows for the development of series designs throughout the product's lifecycle.
03
Online Marketing
Dalla is renowned for its 'cutest eau de toilette,' targeting women aged 16-35. Spanning both teenagers and working professionals, it considers their consumption patterns and social trends, adopting a 'light luxury' theme. In copywriting, symmetry is utilized, pairing verbs like 'collect' and 'explore' with the images of 'serenity' and 'dynamism.' The guardian 'collects light' to protect, while the adventurer 'explores dreams' to adventure.
04
Result
Establishing a "flexibility" design standard was a crucial strategy in this project to ensure that the product would remain viable in any unforeseen circumstances.Due to time and resource constraints, the original plan to design individual images for six products had to be modified to a color-based presentation.
Ultimately, this project successfully achieved its sales targets through effective design coordination and marketing content, making it the greatest challenge and accomplishment of the process.
