ABSINTO FOR MAN by Hardy Design for Agua De Cheiro

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ABSINTO FOR MAN

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Industry Cosmetics & beauty products, Makeup, Hygiene & Personal Care Products, Online Retail & E-stores
Media Design & Branding
Market Brazil
Agency Hardy Design
Creative Director Mariana Hardy
Designer Rodrigo Marchezine
Released November 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: ÁGUA DE CHEIRO
Product/Service: ABSINTO FOR MAN COLOGNE
Agency: HARDY DESIGN
Date of First Appearance: Nov 1 2010
Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL
Creative Director: Mariana Hardy (Hardy Design)
Designer: Rodrigo Marchezine (Hardy Design)
Account Director: Cynthia Gambogi Massote (Hardy Design)
Account Manager: Marina Lacerda (Hardy Design)
Media placement: Perfume Box And Flask - Brazil - 1 November 2010

Describe the brief from the client
Água de Cheiro is a Brazilian cosmetic manufacturer with 700 points of sale, meeting the need for mass production of beauty products among emerging classes, without neglecting the aspect of aspirations.

Redesign Absinto line of intense fragrance, purple hues, with appeal of an elixir only for adults, “not for the underage”.

Describe the challenges and key objectives
As this was a redesign process and Absinto was highly successful when launched in the nineties as a fragrance forbidden to women younger than 18 years old, and about 15 years have passed, we had to track and update the target. Further, this was a male fragrance, a new product to the collection.

Describe how you arrived at the final design
Robust cylindrical container allows 360 degrees labeling, with design providing depth and double letters, allusion to hallucinations caused by absinthe high alcohol content. Range of colours from amber to purple suggests increasing temperature in a provocative manner.

Give some indication of how successful the outcome was in the market
Absinto for Man was a succesful launch and a big hit in the 2010 Água de Cheiro's portifolio.