Fragrence75 was launching into premium beauty with no brand equity and a range that would grow.
The packaging had to earn attention on a crowded shelf, hold together across 8 SKUs, and justify the price before a customer had heard of the brand. I built a packaging architecture rather than a set of designs: fixed grid, fixed hierarchy, color as the only variable. A new product is a decision, not a redesign.
The packaging had to earn attention on a crowded shelf, hold together across 8 SKUs, and justify the price before a customer had heard of the brand. I built a packaging architecture rather than a set of designs: fixed grid, fixed hierarchy, color as the only variable. A new product is a decision, not a redesign.
CLIENT ▸ Fragrence75, Paris, France
YEAR ▸ 2018-2019
AREA ▸ Beauty & Personal Care — Cosmetics, CPG
AUDIENCE ▸ Retail Buyer, End Consumer
SCOPE ▸ Brand identity, packaging architecture, campaign materials
SCALE ▸ 8 SKUs, 6 formats, 14-month engagement
ROLE ▸ Brand Designer (Freelance)
TEAM ▸ Led 3: 1 photographer, 1 packaging designer, 1 3D artist (rendering)
PROCESS ▸ Category and shelf audit → packaging architecture → identity and layout system → production files and guidelines
YEAR ▸ 2018-2019
AREA ▸ Beauty & Personal Care — Cosmetics, CPG
AUDIENCE ▸ Retail Buyer, End Consumer
SCOPE ▸ Brand identity, packaging architecture, campaign materials
SCALE ▸ 8 SKUs, 6 formats, 14-month engagement
ROLE ▸ Brand Designer (Freelance)
TEAM ▸ Led 3: 1 photographer, 1 packaging designer, 1 3D artist (rendering)
PROCESS ▸ Category and shelf audit → packaging architecture → identity and layout system → production files and guidelines
The Challenge
No brand equity. The pack had to carry the premium claim on its own
A crowded shelf where a customer gives a product one second, not ten
A range built to grow. Whatever launched had to survive every SKU added after it
No brand equity. The pack had to carry the premium claim on its own
A crowded shelf where a customer gives a product one second, not ten
A range built to grow. Whatever launched had to survive every SKU added after it
Strategic Approach
Packaging first, identity second. The pack is where this brand meets its customer
Hierarchy as the premium signal. Name, benefit, category, and nothing else competing
An architecture, not a look. Rules set before a single pack was drawn
Packaging first, identity second. The pack is where this brand meets its customer
Hierarchy as the premium signal. Name, benefit, category, and nothing else competing
An architecture, not a look. Rules set before a single pack was drawn
Creative Solution
Typographic restraint. Clean, confident, no decoration standing in for an idea
One fixed grid across all 8 SKUs, so the range reads as a family at three meters
Color as the only variable. A new product extends the system instead of restarting it
Typographic restraint. Clean, confident, no decoration standing in for an idea
One fixed grid across all 8 SKUs, so the range reads as a family at three meters
Color as the only variable. A new product extends the system instead of restarting it
Scope & System
Packaging architecture across 8 SKUs
SKU differentiation rules: what changes, what never changes
Production files and layout guidelines handed to the printer and the client's team
Packaging architecture across 8 SKUs
SKU differentiation rules: what changes, what never changes
Production files and layout guidelines handed to the printer and the client's team
Deliverables
+ Logotype and brand identity
+ Packaging design across 8 SKUs
+ 3D product renders
+ Product and campaign photography direction
+ Production files and dielines
+ Packaging and layout guidelines
+ Campaign and retail materials
+ Logotype and brand identity
+ Packaging design across 8 SKUs
+ 3D product renders
+ Product and campaign photography direction
+ Production files and dielines
+ Packaging and layout guidelines
+ Campaign and retail materials
The Role & Leadership
Brand Designer, concept through production, working directly with the founder
Led a team of 3: a photographer, a packaging designer, and a 3D artist for renders. I set the direction, briefed each person, and maintained consistency across their work.
Every element on a pack costs money to print. The system had to be beautiful and cheap to extend.
Brand Designer, concept through production, working directly with the founder
Led a team of 3: a photographer, a packaging designer, and a 3D artist for renders. I set the direction, briefed each person, and maintained consistency across their work.
Every element on a pack costs money to print. The system had to be beautiful and cheap to extend.
On The Work
Packaging is a system, not a surface.
Anyone can make one beautiful pack. The job is making the twentieth one, drawn by someone else two years later, still look like it belongs to the same brand.
Packaging is a system, not a surface.
Anyone can make one beautiful pack. The job is making the twentieth one, drawn by someone else two years later, still look like it belongs to the same brand.
Designed a refined logotype that anchors the packaging system
with clarity, balance, and premium restraint.
with clarity, balance, and premium restraint.
Launching a beauty branch that needs
standout packaging & cohesive campaigns?
standout packaging & cohesive campaigns?
