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BRIEF 4: CHIMIE OUGD301 Ben Harwood BA Hons Graphic Design Leeds College of Art

01 / 03 B.

HO

O

O

OH

O

O

OH

H2 N O

O

OH HO

N2HH2N 2

O

OH

OH

H2 N O

OH

H2 N O

O 2

N2HH2N H2 N

OH HO O

N2HH2N

N2HH2N H2 N

H2 N

OH

H2 N

O N2HH2N H2 N

O 2

OH HO

H2 N

O

OH

OH

H2 N O

OH

H2 N O

OH

H2 N O

2

OH

OH

H2 N

N2HH2N

N2HH2N H2 N

OH HO O

O

O

O 2

OH HO

OH

OH

OH

H2 N O

OH

H2 N O

OH

H2 N O

OH

H2 N O

2

O

N2HH2N

H2 N

O

O 2

OH HO

OH

OH

OH

H2 N O

OH

H2 N O

OH

H2 N O

OH

H2 N O

2

O

N2HH2N

O

O

O N2HH2N H2 N

OH HO

H2 N

O

O

O 2

OH HO

O

H

HO

H NH

OH

OH

HO

NH

OH H N

NH

NH

NH

HO

OH

HO

NH

OH

HO

NH

OH

HO

NH

OH

H

NH

HO

OH

HO

OH

HO

OH

HO

OH

HO

OH

OH H N

(R)

OH H N

H

NH

NH

NH

NH

NH

NH

OH H N

OH (R)

OH H N

HO

OH (R)

OH H N OH H N

OH H N

OH (R)

OH H N

OH H N

OH H N

OH (R)

OH H N

OH H N

OH H N

OH H N

OH H N

OH (R)

OH H N

OH (R)

OH H N

HO

OH (R)

OH H N

HO

(R)

HO

OH (R)

HO

OH (R)

HO

OH (R)

HO

OH (R)

HO

HO

OH (R)

HO

OH (R)

HO

(R)

HO

OH (R)

HO

OH (R)

HO

HO

OH (R)

HO

OH

H

OH H N

HO

OH (R)

HO

H

O

NH HN HH22N

O

NH

O

O

H

H

NH HN

N2HH2N H2 N

N2HH2N H2 N

OH HO O

O

O

O

OH HO

O

OH

NH

H2 N

NH HN

OH

NH

H2 N

NH

NH HN

OH

NH

NH

H2 N

NH

NH HN

N2HH2N H2 N

OH

HO

NH

O

O

O

OH HO

H2 N

HO

NH HN

N2HH2N H2 N

O

OH

HO

OH NH

O

O

O

OH HO

O

O

O N2HH2N H2 N

OH HO

H2 N

(R)

OH (R)

O

O HH2N H2 N

O

OH OH

O

HO

N2HH2N H2 N

N2HH2N H2 N

OH HO O

O

O

O

OH HO

O

HO

HO

N2HH2N H2 N

O

O

HO

OH

H

OH OH

OH

HO

H2 N

HO

OH

OH OH

H2 N

HO

OH

HO

H2 N

OH OH

O

O

OH HO O

O

O

O N2HH2N H2 N

OH HO

N2HH2N H2 N

OH HO O

O

O N2HH2N H2 N

O N2HH2N H2 N

OH HO O

O

OH HO

OH

OH

HO

N2HH2N H2 N

H2 N

OH

HO

O

O

O

O N2HH2N H2 N

O

O N2HH2N H2 N

O

OH HO O

O

OH HO O

O

OH HO

N2HH2N H2 N

OH

OH

OH OH

OHHO

O

O

OH HO

N2HH2N H2 N

OH HO

N2HH2N H2 N

N2HH2N H2 N

H2 N

H

HO

OHHO

OH

HO

OHHO

O

OH OH

OHHO

H2 N

NH

HO

OHHO

O HH2N H2 N

OH

NH

(R)

HO

OH

(R)

HHO

O

NH HN

O N2HH2N H2 N

O

O

OH HO O

O

OH HO

O

NH HN

HH2N H2 N

H2 N

O

NH

N2HH2N H2 N

OH

HO

OH H N

O

O

O

OH HO

O

NH HN

HO

O HH2N H2 N

OH OH

H2 N

NH

OHHO

OH

HO

O

NH

NH HN

HO

OH OH

H2 N

NH

NH

OHHO

O

O

O

OH HO

O

O

OH HO O

O

OH

NH

HO

N2HH2N H2 N

O

OH HO O

H NH

NH HN

HO

OH OH

N2HH2N H2 N

N2HH2N H2 N

H2 N

OH

O

NH

OHHO

H2 N

HO

OH

H

NH HN

HO

OH OH

O

OH

NH

OHHO

H2 N

HO

HO

OH

OH

OH

HO

OH OH

O

O

O

OH HO

O

HO

NH

OHHO

N2HH2N H2 N

H2 N

OH

HO

O

O

O

OH HO

OH

HO

HO

OH OH

O

H2 N

O

NH HN HH2N

O

O

O

OH HO

H2 N

NH

NH HN

N2HH2N H2 N

O

O

N2HH2N H2 N

OH

NH

NH HN

O

O

O

OH HO

O

O

OH NH

NH HN

N2HH2N H2 N

O

OH HO

H2 N

O

HO

NH

NH HN

O

OH

NH

NH HN

O

O

O

OH HO

O

HO

O HH2N H2 N

O

H

OH OH

O

O N2HH2N H2 N

OH HO

N2HH2N H2 N

O

OH

HO

H2 N

HO

OH

OH OH

H2 N

HO

OH

HO

H2 N

OH OH

OH

HO

O

O N2HH2N H2 N

O

O

OH HO O

O

OH HO

H2 N

HO

O

N2HH2N H2 N

O

OH HO OH

OH OH

N2HH2N H2 N

N2HH2N H2 N

H2 N

O

HO

O

NH

H

HO

O

O

O

OH HO

O

NH

N OH H

)R(

OH OH

OHHO

N2HH2N H2 N

O

O

O

OH HO

O

NH

NH

HHO

(R)

HO

OHHO

N2HH2N H2 N

O

O

O

OH HO

N2HH2N H2 N

O

OH H N

OH

HO

OHHO

H N

NH

OH OH

OHHO

O

O

OH HO

H N

NH

HO

OHHO

HH2N H2 N

O

O

O

OH HO

H N

H

HHO

N2HH2N H2 N

N2HH2N H2 N

H N

NH

O

O

O

OH HO

O

O

O

OH HO

O

H N

OH

NH HN

2

NH HN

HH2N H2 N

OH

NH HN

NH

2

NH HN

NH

OH

HO

NH HN

NH

N2HH2N H2 N

2

HO

NH

O

O

O

OH HO

OH

HO

OH

O

NH

N2HH2N H2 N

O

OH HO

2

O

O

O

OH HO

N2HH2N H2 N

OH

HH2N H2 N

N2HH2N H2 N

2

HO

OH

OH (R)

OH

H HO N

HO

O

O

OH OH

O

HO

O

OHHO

O

O

OH HO O

O

O

HO

HO

N2HH2N H2 N

O

OH HO O

HO

H

OH OH

OH

HO

H2 N

OHHO

OH

HO

H2 N

OH OH

OH

HO

H2 N

OHHO

OH

HO

O

O

O

OH HO

N2HH2N H2 N

H2 N

OH

OH OH

N2HH2N H2 N

O

O

O

OH HO

OH

OH

HO

N2HH2N H2 N

N2HH2N H2 N

H2 N

OH

OHHO

O

HO

O

OH OH

O

O

O

OH HO

O

H

HO

OH

OHHO

N2HH2N H2 N

O

O

O

OH HO

O

O

NH

HO

O

O

O

OH HO

N2HH2N H2 N

O

OH HO O

NH

OH OH

H2 N

NH

HO

O

H2 N

OH

NH HN HH N 2

H2 N

NH

NH HN

OH

NH

NH HN

O

O

O

OH HO

H2 N

NH

NH

NH HN

N2HH2N H2 N

O

OH

NH

NH

NH HN

O

O

O

OH HO

O

N2HH2N H2 N

H2 N

NH

O HH2N H2 N

O

O

O

OH HO

N2HH2N H2 N

OH

H

HHO

(R)

HO

OH

NH

NH HN

OH H N

HO

O

O

N2HH2N H2 N

O

OH HO O

O

H2 N

H

NH

H2 N

HO

OH OH

OH

OHHO

O

HO

H2 N

HO

OH OH

OH

OHHO

O

HO

H2 N

HO

OH OH

O

O

OH HO

N2HH2N H2 N

OH

OHHO

N2HH2N H2 N

O

O

O

OH HO O

HO

O

O

OH HO

N2HH2N H2 N

N2HH2N H2 N

OH HO O

H2 N

HO

OH OH

N2HH2N H2 N

O

O

O

OH HO

O

OH

OHHO

O

O

N2HH2N H2 N

N2HH2N H2 N

OH HO O

O

O

O

HO

O

O

O

OH HO

N2HH2N H2 N

H2 N

HO

HO

OH OH

N2HH2N H2 N

OH HO

O

)R(

H HO N

HO

OH H N

HO

(R)

HO

HO

OH

HO

)R(

OH

H HO N

N OH H

OHHO

NH HN

N OH H

HO (R)

H

OH H N

HO

H HO N

HO

NH

(R)

HO

OH

(R)

HO

(R)

HO

OH OH

OH

H HO N

OH OH

HHO

HH2N H2 N

O

O

OH HO O

(R)

HO

O

HO

OH (R)

OH H N

HO

OH (R)

OH H N

OH

OH

OH H N

HO

NH HN

H2 N

H HO N

N OH H

OH

(R)

NH HN

HH 2 N H2 N

OH

HO

HO (R)

)R(

N OH H

)R(

OH H N

NH HN

NH

O

O

OH HO O

O

OH (R)

OH H N

HO

OH H N

HO

H HO N

(R)

OH

NH HN

NH

N2HH2N H2 N

OH HO O

O

O H2 N

HO

OH

(R)

HO

HO

OH

H HO N

OH OH

)R(

NH HN

NH

N2HH2N H2 N

OH HO O

O

O

OH

)R(

OH H N

HO

HO

N OH H

NH

OH OH H N

HO (R)

HH2N H2 N

O

N OH H

(R)

HO

H HO N

HO

O

OH OH

H2 N

(R)

OH H N

(R)

HO

OHHO

O

N OH H

HO

OH OH

HO

OH

H HO N

OH

OH

OH H N

HO

HO

OH OH

O

HO

N OH H

HO

OH OH

HO

(R)

)R(

N OH H

OH

(R)

OHHO

N2HH2N H2 N

OH HO O

H2 N

HO

H HO N

(R)

)R(

OH

HO

OH H N

HO

N2HH2N H2 N

OH HO O

OH

(R)

HO

H HO N

N OH H

OH

HO

OH OH

N2HH2N H2 N

OH HO O

O

OH

OH H N

HO

HO

HO

(R)

)R(

N OH H

NH

NH HN

(R)

)R(

HO (R)

)R(

OH

H HO N

OH OH

H HO N

OHHO

N2HH2N H2 N

OH HO O

H2 N

HO

OH

OH

HO

(R)

HO

)R(

OH H N

HO

HO

OH

N OH H

(R)

HO

HO

(R)

OH H N

(R)

H HO N

OH OH

OH

H HO N

OH

OH

OH H N

HO

OH

HO

N OH H

HO

OH OH

)R(

HO

(R)

)R(

N OH H

HO

HO

OH

HO

H HO N

(R)

(R)

NH

HO

OH

HO

OH OH

OH

(R)

HO

H HO N

OH

HO

OH OH

OH

OH H N

HO

HO

OHHO

OH

OH H N

HO

HO

N OH H

OH

OH H N

HO

N2HH2N H2 N

OH HO O

O

OH

(R)

HO

OH OH

HH2N H2 N

O

OH

(R)

HO

(R)

)R(

N OH H

HO

OH

H HO N

(R)

)R(

HO

OHHO

NH HN

O

HO

OH H N

(R)

HO

HO

OH OH

H HO N

N OH H

HO

NH HN

O

N OH H

OH

OH H N

HO

HO

(R)

)R(

OH OH

NH HN

O

(R)

)R(

N OH H

HO

OH OH

H HO N

(R)

)R(

OH

OH H N

(R)

HO

HHO

H HO N

OH NH HN

O

HO

OH

HO

H HO N

N OH H

HO

OH

OH

(R)

HO

(R)

)R(

OH

(R)

OH

OH H N

HO

HO

OH OH

H HO N

N OH H

HO

NH HN

OH

H

OH

HO

(R)

)R(

OH H N

HO

OH

HO

OH H N

(R)

HO

HO

H HO N

OH

H2 N

N OH H

OH

(R)

OH

HO

OH

OH

(R)

)R(

N OH H

HO

OH OH

H HO N

(R)

)R(

OH H N

HO

H2 N

HO

H HO N

OH

OH

HO

HO

HO

H2 N

(R)

HO

OH

HO

NH HN

OH

OH H N

HO

OH

OH H2 N

OH H N OH

H2 N

(R) OH

OH CH3

O

OH H N

(R)

HO

NH

D.

OH

OH OH

C.

H2 N

A.

2

OH (R)

Brief

Concept

A. Epinephrine

C. Testosterone/Eostregen

The brief was to design the packaging for four new scents of

The concept was to try to visualise these human emotions.

adrenaline and become excited.

us to have a natural instinct to desire or want others.

Dopamine is the neurotransmitter that causes to experience

Gamma-Amino butyric Acid is one of the central

perfume for L’Artisan Parfumeur based on human emotions. Scent A: Excitement. Scent B: Love. Scent C: Passion/Desire Scent D: Calm and dignified.

These visualisations stem from the chemical symbols that communicate the human neurotransmitters that are proven to cause humans to feel their emotions.

Epinephrine is the neuro transmitter that causes us to feel

B. Dopamine

love and compassion for other things and beings.

Testosterone/Eostregen is the neurotransmitter that causes

D. Gamma-Amino butyric Acid

neurotransmitters that calms us down.


BRIEF 4: CHIMIE OUGD301 Ben Harwood BA Hons Graphic Design Leeds College of Art

02 / 03

Packaging Range

Packaging Net Choice

Gold Foiling

Tags

Here you can see the four different pieces of packaging for

The net chosen for the packaging stems from DNA strands

Due to the overly scientific concept being Chimie’s branding

OUGD301, Brief 4: Chimie

the four scents. They are named Passion, Personne, Vivant & Amour: the french words for Passion, Balance, Excitement and Love.

and other naturally occurring chemical symbols and strands. The obscure packaging would also effectively allow the products to stand out on shelf next to competitors.

there had to be an overly decorative element so that it was consistent with the brand and also other fragrances. The gold foil achieves this.


BRIEF 4: CHIMIE OUGD301 Ben Harwood BA Hons Graphic Design Leeds College of Art

03 / 03

Glass Bottle Packaging

Cork Seal

Fragrance Dispenser:

Tags

With regards to the actual bottle’s packaging; this like the

To seal the bottles rather than the commonly used screw

The Chimie range features a unique way of dispensing its

OUGD301, Brief 4 : Chimie

rest of the branding stems from old alchemist’s chemistry bottles. The patterned neurotransmitters will be printed directly onto the glass in either white or gold foil.

seal the brand would go back to its history’s roots and use a branded cork to seal the fragrance. This strengthens the brands concept.

various fragrances. Built into the cork is a specially designed pipette that the user can directly extract and apply the fragrance onto themselves with.


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