The Business Challenge:

Safeguard’s range of hand and body washes needed to bring the younger generation to the brand. The scent of the popular Pomegranate wash was favored by Gen Z and younger Millennials, and the brand decided to extend into a pure play perfume. But how to cross into the more premium fragrance sector from mass-market body wash?

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The Design Solution:

Developing a spectrum of design territories for “Young Fragrance”, from ‘Minimalist Chic’ to ‘Pop Art’, we discussed with the target audience to determine how far the Safeguard brand could credibly stretch in visual/premium terms. Taking learnings onboard, we created a design for bottle and gift box that accented the ingredient story in tandem with crafting elements such as debasing to echo the semiotics of the wider fragrance category.

The Project Scope:

Primary & Secondary design/VIS/Master Concept/Range adaptation

Results:

Limited edition sold out well before projected sales targets.