In a perfume shop, over 1,800 different fragrances vie for customers’ attention. Here, buying decisions are made in just three seconds. How can we make something stand out in such a world, which already seems to be saturated with allure? Brand power? Expensive testimonials? Or could a strong, relevant conceptual idea be the secret to seduction? We opted for the latter.
CLIENT toni gard
PROJECT
true launch
Category
campaigndesignpackaging
YEAR 2020
1. the challenge
2. the idea
Transparency and clarity are our answer to the deluge of stimuli. Slowing down. Chilling out. Living a more conscious life. The need for mindfulness and self-reflection is currently stronger than ever and therefore also forms the fundamental philosophy of the new men’s fragrance by Toni Gard. ‘True’ is clear, minimalistic yet full of meaning.
3. the execution
Ehrlichkeit ist transparent. Transparent, opak und reduziert sind auch der Flakon und das Duschgel, die uns ohne Umschweife den Blick auf das Wesentliche, den puren Inhalt freigeben.
Verpackt in reinweißen und matten Karton mit reduzierter Typografie in Schwarz, erwartet uns ein ebenso klares Packaging. Was könnte ehrlicher sein? „What is true?“ ist auch die leitende Frage der Kommunikation. Philosophische Fragen erzeugen Aufmerksamkeit. Machen nachdenklich. Und sorgen für Interaktion über Social Media (Instagram und Pinterest), “on-site” und am POS.
TRUE by toni gard is
MINDFULNESS
IN A BOTTLE
QUOTES from our campaign
What is true? A crowded mind leaves no place for a peaceful heart. Change only happens in the present moment. The past is already done. The future is just energy and intention.
#thisistrue
TRUE social media
on instagram and pinterest
