SEVEN SCENT by Publicis London, Publicis Modem New York for Seven

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SEVEN SCENT

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Industry Perfumes
Media Design & Branding
Market United Kingdom
Agency Publicis London
Executive Creative Director Adam Kean, Tom Ewart
Creative Director Stuart Farquhar, Dave Sullivan Publicis
Agency Publicis Modem New York
Released March 2010

Credits & Description

Category: Consumer Products
Advertiser: SEVEN
Product/Service: FRAGRANCE COMPANY
Agency: PUBLICIS LONDON
Agency: PUBLICIS MODEM
Date of First Appearance: Mar 31 2010
Entrant Company: PUBLICIS LONDON, UNITED KINGDOM
Entry URL: http://www.sevenscent.co.uk/
Creative Director: Dave Sullivan (Publicis London)
Creative Director: Stuart Farquhar (Publicis London)
Executive Creative Director: Tom Ewart/Adam Kean (Publicis London)
Design Director: John Kielty (Publicis London)
Design Director: Bob Hanson (Publicis London)
Media placement: Perfume Samplers - Seven Scent Business - 31 March 2010
Media placement: Building Signage - Seven Scent Business - 31 March 2010
Media placement: Business Cards - Seven Scent Business - 31 March 2010
Media placement: Stationary - Seven Scent Business - 31 March 2010

Describe the brief from the client
In 2009, a company called “The Fragrance Chemical Company” woke up to the fact that its very own positioning and introverted view of the market-place was a barrier to its future success.

A subsidiary of PZ Cussons (makers of Imperial Leather and other personal care brands), PZ Cussons was also its primary customer, accounting for a disproportionate share of income.

However, the global fragrance market is enormous, characterised by Fragrance houses with great provenance and a long client list. Put simply, The Fragrance Chemical Company wanted some of the action.

Publicis were approached for a solution that would allow them to compete on the world stage.

Describe the challenges and key objectives
Rather than attempt to compete on the same turf with the likes of Givaudan and Firmenich, Publicis proposed a radical and modern identity overhaul.

Seven Scent was born.

The company was positioned as the New Fragrance Generation with a mission to demystify the perfume industry, create an open dialogue with its clients and challenge the snobbery of the well-established French perfume houses.

Describe how you arrived at the final design
The corporate design and naming drew inspiration from the seven fundamental scents that lie behind the creation of every fragrance. Test strips, used to sample perfume, inspired the corporate logo, and the company’s mission statement took the form of seven bold commandments designed to ignite conversation and inspire clients and employees alike.

Publicis created a new design language for a new company, which would percolate every element of the business, from corporate logo, to sales presenters, and eventually websites, advertising and beyond.

Give some indication of how successful the outcome was in the market
Seven is a new brand. Its history began in January 2010, but already it has begun to take effect. The Seven sales force are opening more doors now their company is seen to stand for values that transcend the functional.

Perhaps more importantly, the new company identity has given the workforce a new set of values and belief in itself. It has been transformed into a company that believes its own mantra of creating bespoke fragrances rather than the versioning “off the shelf ones”.