Katie, of ByKathryn Ltd, has a vision for a new perfume brand which isn't about conforming to convention, she wants to appeal to a modern customer and for the branding and packaging to feel fresh and appealing.
For her first perfume, Katie created a strong and modern scent, Petrolhead, based on her love of Formula 1, therefore, starting her break with convention. The perfume can be worn by women or men, and has been appealing to a very wide age range. The second scent, Padstow Rocks, was launched shortly after and needed a more subtle and softer feel, I wanted to bring the warmth of Padstow and convey the softer scent. I created the branding, marketing collateral, packaging and website for the new brand.
Katie also included in her brief, the need to portray giving back to the community she loves, a percentage of sales of Petrolhead goes to the RNIB, and Padstow Rocks gives back to the RNLI.
As a designer, I was conscious that being a start-up, especially in the perfume industry was going to require strong branding, stand-out styling for the shelf and offer budget friendly ideas to help build the fledgling brand. I designed the Petrolhead assets to have a striking appeal, basing it around the image of a petrol slick, and keeping the typography graphic to appeal to a wide audience, whilst creating a template to replicate across the future collections.
Katie decided early on that she would like the perfume to be something you carry with you, hence the smaller travel size of the bottles and the paper stock used was bulkier to allow for the wear of being carried around.
I worked with a printer I have known and trusted for many years, CPG and we added the spot UV to the Padstow Rocks box to bring out the flecks of light on the water to reflect the RNLI element, and the braille on the Petrolhead box spells out the brand name.
As a result of the design work, we have created a brand which is starting to build traction and interest, it is very well received by customers and distributors and we have many more plans to come. To date, I have created the branding, packaging for the 15ml boxes, 2ml sample cards, Touch2Smell cards, stationery, marketing collateral and digital assets as well as the website.