Brand Identity
Concept Development
Packaging Design
Advertising
Illustration
Copywriting
OPPORTUNITY
The cologne market is a one-dimensional sector that lacks distinctive, historically-enriched offerings.
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The majority of market offerings are closely associated with designer fashion labels, often lacking substantial differentiation.
What the market currently demands is a brand that leverages storytelling to create a compelling narrative tailored to engage male audiences.
RESEARCH
The topic of London’s gangster underworld captivates consumers due to its secretive nature, and it has been prominently featured in numerous movies and TV shows.
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Male audiences are deeply drawn to gangster culture, as Western media frequently portrays the dangerous lifestyle as both alluring and thrilling.
This portrayal taps into a sense of rebellion, independence, and freedom, often highlighting the excitement of living on the edge while challenging societal norms.
RESULTS
A unique product line of sophisticated cologne fragrances, inspired by notorious British gangsters, featuring scent notes that embody their distinctive personalities and infamous legacies.
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This brand will not only capture the essence of the fragrances linked to these gangsters but also educate consumers about the history of London’s underworld and the individual figures behind the legend.
Ultimately, it will sell the narrative that living on the edge is enticing, allowing men to reconnect with a more daring and rebellious side of themselves.
The Packaging
he brand’s packaging features custom-illustrated patterns, each representing a different gangster, accompanied by a unique name tied to their legacy.
Each name is carefully chosen to reflect an aspect of the gangster’s life, such as Ronald Kray, known for owning the renowned Broadmoor Estate. Through clever copywriting, this approach brings the brand to life, weaving a captivating narrative that enhances the overall storytelling experience.
The Brand
Underworld Elixirs presents seven uniquely crafted fragrances, each inspired by a notorious British gangster.
Each scent is linked to one of the seven deadly sins–pride, lust, gluttony, greed, sloth, wrath, and envy–that ultimately contributed to their downfall.
The fragrances range from leather and tobacco to amber and vetiver, sage and mint. The brand’s crest, symbolizing old money with deep historical roots, enhances the mystique and allure of the collection.