THATY PRINCESS by KOMM::DESIGN STRATEGY & SOLUTION for Boticario

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THATY PRINCESS

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Industry Perfumes
Media Design & Branding
Market Brazil
Agency KOMM::DESIGN STRATEGY & SOLUTION
Released April 2010

Credits & Description

Category: Cosmetics & Toiletries
Advertiser: GRUPO BOTICARIO
Product/Service: THATY PRINCESS
Agency: KOMM::DESIGN STRATEGY & SOLUTION
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: KOMM::DESIGN STRATEGY & SOLUTION, Curitiba, BRAZIL
Chief Executive Officer: Roger Rieger (KOMM:: Design Strategy)
Creative Director: Rebeca Apelbaum (KOMM:: Design Strategy)
Designer: Daniele Lugi (KOMM:: Design Strategy)
Designer: Fabio Calzavara (KOMM:: Design Strategy)
Media placement: PERFUME BOTTLE - BOTICARIO NATIONAL CONVENTION - SEPTEMBER/2009

Describe the challenges and key objectives
Our challenge was to make the new version of the Thaty fragrance, Thaty Princess, younger and appealing to new customers, but at the same time still be accepted by the faithful Thaty users. The new perfume bottle had to be sharp, modern and delicate.

Describe the brief from the client
Thaty is one of the most well known fragrances of Boticario. On its 25th anniversary, the client wished to revitalise the brand, and reposition it in the Boticario portfolio, as well as the perfume market by augmenting its quality perception. That would be done creating a new fragrance called Thaty Princess, which would be magical and enchanting, and brings fantasy to the real world, for a consumer that dreams, makes her own rules and goes after her own destiny.

Describe how you arrived at the final design
Work started with the research of the feminine world of women between 17 and 25 years of age, their beliefs, way of life, and desires. We looked for the magic they were missing, and we discovered it was the kind of fairytale we find in books. Because they are no longer little girls, but women that control their own lives, that still believe that good things happen to good people.

Give some indication of how successful the outcome was in the market

Thaty Pincess was very well accepted. Consumers were surprised because it was perceived as a fresh look at a well known concept. The new bottle, was feminine, strong but at the same time delicate and magical. The royalty reflected by its soft angles, makes the consumer feel special and cherished. From the moment it was presented it immediately turned into an item for collectors.