SIX SCENTS PARFUMS: SERIES THREE by 3 Deep Design, Metaproject for SIX SCENTS

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SIX SCENTS PARFUMS: SERIES THREE

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Industry Perfumes
Media Design & Branding
Market Australia
Agency 3 Deep Design
Agency Metaproject
Creative Director Kaya Gavin Sorhaindo
Art Director David Roennfeldt, Brett Phillips
Designer Lachlan Summer
Released July 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: SIX SCENTS PARFUM
Product/Service: FRAGRANCE COLLECTION
Agency: METAPROJECT
Agency: 3 DEEP DESIGN
Date of First Appearance: Jul 1 2010
Entrant Company: METAPROJECT, New York, USA
Entry URL: http://www.six-scents.com
Creative Director: Kaya Sorhaindo (Metaproject)
Operations Director: Marc Gunn (Metaproject)
Art Director: David Roennfeldt (3 Deep)
Art Director: Brett Phillips (3 Deep)
Designer: Lachlan Summer (3 Deep)
Marketing Director: Rocky Li (Metaproject)
Curator/Art Advisor: Carmen Zita (Metaproject)
Designer/Curator: Joseph Quartana (Seven New York)
Artist: Robert Knoke
Documentary Director: Jeff Elston
Documentary Editor: Graeme Pereira
Original Music for Documentary: Gary Gunn
Artist/Film Contributor: Rainer Judd
Artist/Film Contributor: Olaf Breuning
Artist/Film Contributor: Lucas Michae
Artist/Film Contributor: Tim Richardson
Artist/Film Contributor: Iian Forsyth/Jane Pollard
Artist/Film Contributor: Sue de Beer
Artist/Film Contributor: James Widegren
Artist/Film Contributor: Heather Sommerfield
Sales Director: Tyann Jackson (Metaproject)
Media placement: Documentary Trailer - Facebook Fan Page, Vimeo - October 28, 2010
Media placement: Artist Teaser - Commissioned Art Films - Facebook Fan Page, Vimeo - August 18 - September, 2010
Media placement: Packaging Commission Revealed - Facebook Fan Page - Nov 1 , 2010
Media placement: Fragrance Samples - Given out at Fashion Designer Shows - Sept-Oct 2010
Media placement: New York Launch Exhibition - 3LD Performance Art Space - Nov 5, 2010
Media placement: Seoul In-Store Exhibition & Installation - 10 Corso Como - Dec 2010
Media placement: Website Relaunch - Six Scents Website - Nov 2010
Media placement: Art Basel Miami Beach Installations - Standard Miami Beach - Hammam and pool area - Dec 1 - Dec 3, 2010
Media placement: Individual Fragrance Documentaries - Staggered release on facebook fan page, vimeo, and Six Scents website - Nov-Dec 2010

Describe the brief from the client
The brief was to create a niche fragrance product that could achieve the following:

-Transform a traditional fragrance marketing and communication paradigm, and create a new compelling product within the global marketplace.

-Establish ongoing collaborations between high-end fashion designers and perfumers to harmoniously combine their talents.

-Establish an ongoing and sustainable platform to raise money for charity.

-Move increasingly sophisticated markets to engage with the brand.

-Deliver the brand experience through an integrated communications campaign (print, packaging, social media, digital, launch events, retail channel activation).

-Build on the brand equity established through the first two Series of products.

Describe the challenges and key objectives
To create a compelling and immersive fragrance brand that moved strategic target markets to action.

Work with a limited budget and traditional stock fragrance bottles.

Manage the complexities of multiple artist and designer collaborations across multiple continents.

Provide significant benefit to the Six Scents charity partner.

Deliver a series of sophisticated ideas through an integrated communications campaign.

Work with a small office staff and key collaborators spread throughout the globe.

Describe how you arrived at the final design
We found common visual ground in styles of the fashion designers chosen.

We established a creative platform in order to collaborate with a contemporary visual artist.

We established a compelling graphic visual language, which worked as both a unified system and a singular fragrance experience, with the end goal of capturing the essence of each fragrance.

We crafted the overall packaging experience from initial engagement and purchase through to its end use.

Give some indication of how successful the outcome was in the market
We executed a series of worldwide launch events that were attended by fashion, design, and art influencers.

We launched partnerships with new distribution partners extending brand reach onto five continents, and hundreds of shops globally.

Press coverage on the project was received in hundreds of international print and online outlets in a myriad of languages.

The product has been bought by buyers worldwide at a wide variety of retail outlets: department stores, hotels, fashion boutiques, museum shops, fragrance apothecaries and more, running the gamut of the independent retail scene.