SIX SCENTS: SERIES TWO by Metaproject for SIX SCENTS

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SIX SCENTS: SERIES TWO

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Industry Perfumes
Media Design & Branding
Market United States
Agency Metaproject
Creative Director Kaya Gavin Sorhaindo
Art Director David Roennfeldt, Brett Phillips
Designer Lachlan Sumner
Photographer Justin Edward John Smith
Editor Wilson Van Law
Released March 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: SIX SCENTS PARFUMS
Product/Service: FINE FRAGRANCE
Agency: METAPROJECT
Date of First Appearance: Mar 14 2009 12:00AM
Entrant Company: METAPROJECT, New York, USA
Entry URL: http://www.six-scents.com
Creative Director: Kaya Sorhaindo (Metaproject)
Story Director: Aramique Krauthamer (Metaproject)
Collection Curator- Fashion Designer Contributors: Joseph Quartana (Metaproject)
Art Director: David Roennfeldt (3 Deep Design)
Art Director: Brett Phillips (3 Deep Design)
Designer: Lachlan Sumner (3 Deep Design)
Collection Curator - Artists Contributors: Carmen Zita (Metaproject)
Photographer: Justin Edward John Smith (Artist)
Film Director: Marco Brambilla (Artist)
: Azuma Makoto (Artist)
Perfumer: Rodgrigo Flores-Roux (Givaudan)
Perfumer: Yann Vasnier (Givaudan)
Perfumer: Stephan Nilsen (Givaudan)
Givaudan US Fine Fragrance - Director: Kate Greene (Givaudan)
Givaudan Paris Fine Fragrance - Director: Frederic Walter (Givaudan)
Project Manager: Junko Taira (Metaproject)
Interactive Director: Adriel Nunes (Metaproject)
Production assistant: Saada Ahmed (Metaproject)
Junior Designer: Lucas Kim (Metaproject)
Programmer: Vineet Choudhary (D'etat cg)
Editor: Wilson Van Law
Media placement: Packaging - Global Boutiques - October, 2009

Describe the challenges and key objectives
The key objectives of the project were to; 1. Communicate the purpose and position of the Six Scents Initiative. 2. Capture the depth and diversity of the participating designers and perfumers. 3. Raise the profile of the Six Scents Brand. 4. Deliver a considered and refined packaging experience. The challenges were to ensure that this was achieved with no available design budget while still maintaining incredibly high standards of design, image making and production. Challenges were also faced in managing the individual personality of each package while uniting a set of fragrances under the theme of art inspired by nature.

Describe the brief from the client
Annually, a group of six prominent designers are selected to create a series of six fragrances with six celebrated perfumers with the vision of raising awareness and funding for charity. For 2009, the charity partner was Pro-Natura, an environmental organisation. Accordingly, the concept for Six Scents Series Two was art inspired by nature. The design brief required the agency to take 6 different stories from 6 designer's experiences in nature and translate these stories into a unique graphic system that simultaneously connected the 6 while also expressing the unique personality of each designer.

Describe how you arrived at the final design
Our final design response was to create a Six Scents Universe where each participating designer & perfumer created their own unique world. Each world then captured the essence of each fragrance and presented the personality, interests and intent of each designer and perfumer. Bespoke image making supported and communicated each of these experiences. By creating this kind of creative framework, the final design allowed both the Six Scents Brand and each of the participating designers to contribute their own unique voice to the programme.

Give some indication of how successful the outcome was in the market
Six Scents has gone from obscurity to cult following, now stocked in dozens of the most exclusive boutiques around the world. The range of press from Asia, Europe and North America is a clear indicator: “The initiative goes beyond that of just fashion and scent. It’s about uniting perfumers and designers and creating a sort of social commentary on modern perspectives on creativity and culture.” -ELLE UK. “This fascinating fragrance project, highlights the mysterious characteristics of ‘aroma” -NYLON Japan. “Marketing is thrown out the window when designers and Six Scents come together to launch perfumes”-CNN Asia.