Swilly is a new perfume on the French market, with a sweet aroma and aimed at an audience between 25 and 35 years old that seeks empowerment through delicacy. Packaging production had a series of limitations, such as the impossibility of using special finishes. The challenge was to find a way to communicate the product attributes in a non-obvious way within the possibilities of the manufacturer, who already had chosen the packaging forms and materials.
Find sweetness, delicacy and femininity in less obvious colors and shapes, but still easily noticeable. For this, we opted for a gradient in pastel shades that bring not only the sweetness of the aroma, but also the irreverent personality of the public. For the perfume brand, a robust font with curved finishes, bringing strength without the need to use hard shapes. The support fonts were chosen to be direct, but with the delicacy expressed in their balanced thickness. Also, the box design was thought to work on its own and also to create a larger pattern when displayed on shelves. This effect is possible both by the continuity of the gradient along the box and by the positioning of the brand, which is highlighted in the composition with the packaging side by side, but it can also be displayed individually, positioning the packaging at an angle.
More about the project
It is a conceptual project made for the first RotuCreate, a competition promoted for Rotulando students, a Brazilian course focused on packaging design and development. The project was developed entirely in Illustrator, both for the creation of the brand and for the creation of the packaging layout.
- Agency/Creative: Juliana Cappelatti
- Article Title: Swilly by Belchior Perfume Packaging Concept by Juliana Cappelatti
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Non Published
- Agency/Creative Country: Brazil
- Agency/Creative City: RS
- Market Region: Europe
- Project Deliverables: Brand Design, Brand Identity, Packaging Design
- Format: Box
- Substrate: Pulp Paper
- Industry: Retail
- Keywords: Perfume, Packaging, Graphic Design, Brand, Brand Identity, Candy Colours, Perfume, Gradient
Creative Designer: Juliana Cappelatti
Briefing/Mentoring: Priscylla do Rotulando
Photography: Guto Souza