Molton Brown Design & Branding NAVIGATIONS THROUGH SCENT, 1 by Fitch

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Industry Perfumes
Media Design & Branding
Market United Kingdom
Agency Fitch
Released August 2011

Credits & Description

Category: Illustration
Advertiser: MOLTON BROWN
Agency: FITCH
Design Director: Leigh Chandler (Fitch)
Senior Designer: Marie Julie Trijaason (Fitch)
Senior Designer: Faten Mahmood (Fitch)
Client Coordinator: Natalia Segal (Fitch)
Head Of Global Marketing: Rachel Swindlehurst (Molton Brown)
Graphic Designer: Sophie Baxter (Molton Brown)
Media placement: Posters - In-Store, ATL Advertising - 4th August 2011
Media placement: POS Material - Blotter Cards, Postcards, Perfume Samples - 4th August 2011
Describe the brief from the client
Luxury bath and body brand, Molton Brown, wanted to take their first step into the fragrance market. Tracing the ancient spice trail, the range captured a brief history of perfume, told through five distinct fragrances. Molton Brown needed a campaign to support the launch of this new artisan range, the 'Navigations Through Scent' Collection.
Describe the challenges and key objectives
Over the years the Molton Brown brand had become tired, outdated and synonymous with Christmas gifts for mothers-in-law. The launch of such a bold and exciting range of fragrances was the opportunity to create something category breaking and brave, and more in tune with their target consumers, 30-40 somethings who are well travelled, brand savvy retail connoisseurs.
Describe how you arrived at the final design
As the oldest human sense, smell can evoke deep emotion. Our captivating and multi-layered 'dream scape' illustrations conjure up an emotional journey of the senses by capturing the essence of the fragrance. Each one represents the origin, personality, mood and ingredients, immersing the consumer in a different world whenever they look at them.
Give some indication of how successful the outcome was in the market
Navigations Through Scent initially launched exclusively in the Molton Brown concession in Harrods, supported by ATL activity across London, both in print on the underground network and digitally across the city. The campaign then rolled out across stores worldwide including the Regent Street and Spring Street, New York flagships. Navigations Through Scent went viral- reaching an estimated 80,000 people on Twitter.
A special limited edition fragrance entitled 'Londinium' is next to launch in 2012, and will be an addition to the 'Navigations Through Scent' range.