project planning •
Contemplation of the name and signature name under which it would exist.
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Thoughts for the bottle include something edgy, that represents the multifaceted woman who knows what she is and what she wants.
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Questioning the purpose of a perfume, what is the missing piece to a woman’s dresser top? Ultimately this perfume would fill that hole.
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Striving to create a perfume of the free woman, with a bottle and package that are multi-purpose, they can serve as a sculpture or collector’s items around the house or somehow reflect conservation of materials.
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Researching a variety of Greek goddesses and powerful female archetypes.
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Word trail: women > independent > free > (latin) liberum, libera, praeter, suius, missus and eximo.
ashley gaffney _ package design _ project i _ winter 2012
•
Other potential names included: [1] ‘nxx’, “In Excess” [2] bahd (german; bad) [3] xmo (play off words from latin ‘eximo’).
initial brainstorming
ashley gaffney _ package design _ project i _ winter 2012
visual aesthetic moodboard
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MM mM
missus
Missus missus missus missus missus missus MISSUS MISSUS
ashley gaffney _ package design _ project i _ winter 2012
m
速
original sketches and type analysis
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MM mM
missus
Missus missus missus missus missus missus MISSUS MISSUS
ashley gaffney _ package design _ project i _ winter 2012
m
速
original sketches and type analysis
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MM mM
missus
Missus missus missus missus missus missus MISSUS MISSUS
ashley gaffney _ package design _ project i _ winter 2012
m
速
original sketches and type analysis
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logo development ashley gaffney _ package design _ project i _ winter 2012
_____ ®
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®
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FPO
by Ashley Gaffney
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by Ashley Gaffney
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by ashley gaffney
by ashley gaffney
_________________________________________________________________________________________________________________________________________ by Ashley Gaffney
by Ashley Gaffney
by Ashley Gaffney
by Ashley Gaffney
by ashley gaffney
by ashley gaffney
by ashley gaffney
by ashley gaffney
ashley gaffney _ package design _ project i _ winter 2012
logo development
pantone process black c
ashley gaffney _ package design _ project i _ winter 2012
final logo
pantone 8642 c
ashley gaffney _ package design _ project i _ winter 2012
final logo
pantone process black c
ashley gaffney _ package design _ project i _ winter 2012
pantone 8642 c
final logo
promotional marketing Product Line Product Names
product marks
“Facets” missus ®, Vixen, Chivalry
Target Market Women, Age 25-45, within working class Price $165 USD Place Department stores
by ashley gaffney
The primary mark is only to be used in with major marketing collateral spanning from digital to print. The mark and the signature are never to be separated and must always retain the proportion indicated here.
Campaign Models Tracee Ross Ellis Fragrance A middle noted, floral and oriental blend The secondary mark of the missus ® brand is to only be utilized in combination with the primary mark, and on minor graphical marketing collateral (buttons, stickers, etc.)
traditionally extracted from honeycomb and other natural sources
design elements Primary Typeface Body Copy
Fakir Display, Regular Condensed Dolly, Roman
Primary Color Palette
“For the independent woman who isn’t afraid to be loved.”
Secondary Colors Accent Colors Visual Aesthetic
tagline
conceptual key words Illustration, line work, collage, and textile textures
ashley gaffney _ package design _ project i _ winter 2012
Modernity, exoctic, elegant, sculptural, spontaneity, stature, attitude, independence and contained opposition
marketing logistics
bottle planning •
Aligning the muti-faceted theme to the bottle in a structural, yet elegant, fashion.
•
Making the structure decorative, yet, functional and multi-purposed, serving as a sculpture or collector’s items around the house or somehow reflect conservation of materials.
ashley gaffney _ package design _ project i _ winter 2012
bottle objectives
ashley gaffney _ package design _ project i _ winter 2012
other bottle solutions
ashley gaffney _ package design _ project i _ winter 2012
other bottle solutions
original sketch
rendered image
ashley gaffney _ package design _ project i _ winter 2012
combined rendered sketch
bottle renderings
material inspiration 5
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1 2
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5
2 1
3
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2
5 spot varnish and engraving sites
for t
wo
f
en
ma n
5
indep
de nt
ashley gaffney _ package design _ project i _ winter 2012
application of materials
he
.253” translucent acrylic plastic .0508” gold metal sheet / aluminum .253” glass onyx rock gold plastic spray nozzle
4
product material applications
final rendered image
ashley gaffney _ package design _ project i _ winter 2012
final bottle design
box planning •
Incorporating distinguishing elements that involve the customer physically, mentally and emotionally.
•
Designing a container that is recyclable and a conscious use of materials.
ashley gaffney _ package design _ project i _ winter 2012
box objectives
ashley gaffney _ package design _ project i _ winter 2012
other box solutions
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box layout ashley gaffney _ package design _ project i _ winter 2012
prototypes
ashley gaffney _ package design _ project i _ winter 2012
final mock up
mock ups
ashley gaffney _ package design _ project i _ winter 2012
original collages
ashley gaffney _ package design _ project i _ winter 2012
original collages
ashley gaffney _ package design _ project i _ winter 2012
final rendered project
ashley gaffney _ package design _ project i _ winter 2012
print advertisement, full page
ashley gaffney _ package design _ project i _ winter 2012
print advertisement, catalog view
ashley gaffney _ package design _ project i _ winter 2012
print advertisement, half page with fold out
ashley gaffney _ package design _ project i _ winter 2012
print advertisement, half page
for the
independent woman who’s not afraid to be loved.
ashley gaffney _ package design _ project i _ winter 2012
interior hanging banners
ashley gaffney _ package design _ project i _ winter 2012
interior display
ashley gaffney _ package design _ project i _ winter 2012
interior display
ashley gaffney _ package design _ project i _ winter 2012
exterior advertisment, billboard
ashley gaffney _ package design _ project i _ winter 2012
exterior advertisments, middle and large scale
ashley gaffney _ package design _ project i _ winter 2012
interior bus terminal advertisment
ashley gaffney _ package design _ project i _ winter 2012
interior bus wrap
thank you!