Ivie ChinaによるThe Pompadour フレグランスのパッケージは、パッケージデザインコンペティションカテゴリーにおける非常に権威ある2022 A' Design Award 金賞の優れた受賞作品です。

金パッケージ· 2022

The Pompadour フレグランスのパッケージ

デザイナー： Ivie China

クライアント: Ivie

パッケージカテゴリーのA' Design Award 金賞受賞者

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デザイン

The Pompadour フレグランスのパッケージについて

「The Pompadour」は、英国の伝統的なバーバーショップから着想を得たフレグランスのパッケージデザインです。外箱にはバーバーショップの床から引用したチェッカー柄を用い、レザーボックスは理髪椅子に腰を下ろす所作を想起させる開き方を採用しています。ボトルは縦溝を刻んだ透明ガラスのシリンダーで、キャップを回して開けると赤・白・青のヘリカルストライプが回転します。セリフ体で組まれた印刷物は、古い新聞のような佇まいで製品情報を伝えます。ボトルには詰め替え可能なカプセルを内蔵し、外装にはリサイクル可能な素材を使用しています。

受賞

A' Design Award 金賞について

The Pompadour フレグランスのパッケージは、まさに素晴らしく傑出した第一級のデザインに授与される、計り知れないほど権威ある評価である A' Design Award 金賞の受賞作品です。金賞の受賞作品は、きわめて革新的で、先見性に富み、きらびやかに輝く創造物であり、デザイナーの天才性、叡智、卓越した技量を映し出しています。The Pompadour フレグランスのパッケージは、最も称賛される、流行を牽引する記念碑的な発明であり、前例のない価値をもたらすことが期待されます。この A' Design Award 金賞を受賞したデザインは、壮観で尊敬されるプロジェクトであり、芸術・科学・デザイン・技術の境界に大きく寄与し、それを前進させます。The Pompadour フレグランスのパッケージは、強い欲求を生み出し、情熱を呼び覚まし、創造性を促し、私たちを引きつけます。

デザインの裏側

プレスキット

デザイナーが提供するクレジット、チームメンバー、技術的な詳細。

独自の特性: The Box – Have a seat on the barber chair.
Inspired by barbershop checkered floor opening leather box feels like seating on barber chair.

The Bottle – The memory of walking into the barber shop.
Inspired by the classic barber pole the Pompadour comes in a clear glass cylinder featuring vertical grooves and true to an actual barber pole the red and white and blue helix rotates as the bottle is unscrewed open.

The Sheet – Share today topic.
Designed as old style newspaper containing product information and profile. A serif font makes it feel authentic to an actual newspaper.
寸法とパッケージ: Outter Box : Width 120mm x Depth 90mm x Height 250mm
Bottle : Width 55mm x Height 185mm
Sheet : Width 75mm x Height 120mm
タグ: Ivie, Perfume, Cologne, Packaging Design, Design, Sustainable
製造技術: Sustainability is at the core of packaging design the glass cylinder bottle comes with a refillable capsule that can easily be removed and replaced and the outer packaging is made of recyclable materials.
デザインの課題: The brand owner wanted to launch a fragrance brand that will capture a niche market of professional white collars who only want to have the best for themselves.

Hence, we created a luxurious high end product with a discerning product name (Pompadour) that not only befits these connoisseurs but a product packaging (bottle and outerbox) that delivers a unique brand experience to our consumers.
リサーチ: The product is luxurious and sophisticated with a premium pricing. Hence the core target consumers are the sophisticated male white collars aged 35 and above, and currently based in Tier 1 cities in China. They continuously seek experiences that will help project them as being sophisticated and in the know.

From our research on this segment we found that this group of gentlemen like going to the barbershop to have their hair fixed.

Since the launch of The Pompadour into the market. The brand had received high publicity and attention from social KOLs and category product reviewers.

Multiple high end barbershops have also knocked on the brand owners door to seek collaboration with offers to display and feature the product within their retail store.
インスピレーション: From the late 18th to mid 19th century the barbershop was not just a place for gentlemen to procure a haircut or a shave. It was a space where fraternities were formed. The Pompadour was envisioned to capture that unique experience of going to a classic English barbershop.

The Pompadour is the gentlemans pocket companion. It is a fragrance that reminds him of a time when men were afforded a luxurious den of sorts.
プロジェクト期間: The project started in September 2020 in Shanghai, China and Finished in October 2021.
オペレーションフロー: Brand Owner: Provided a clear brief to the Agency with specific objectives and target audience that enabled a smooth collaborative process for the team to work efficiently within limited budget. Decision maker and budget controller to ensure that the packaging design met their objectives and aesthetic will appeal to the target audience.

Strategist: Conducted thorough research to understand the market and category to identify key insights that will inspire our designers and copywriter.

Designers and Copywriter: Provided product naming and unique design solutions that fully delivers against brand owner’s brief.

Engineering Team: led decisions on structure and materials. Was able to source for premium quality material that lived up to the product’s high end proposition and our designers vision despite limited budget.

Printer: Achieving these saturated colors and color accuracy on paperboard required extra cooperation between designers and printer.
特許: N/A
チームメンバー: Managing Director : Malcolm Zhu
Group Creative Director : Ryan Kam
Strategy Director : Angela Tao
Creative Director : Cao Jun
Head Of Copy : Benjamin Woo
Designer : Ivie's Design Team
Account Director : Hugh Shen
Business Director : Darren Wong
Studio Director : Lily Wu
画像クレジット: All photo credits to Ivie China