Sava Brand Book by ZIYI LIU

SAVA

C ove r

Image from Blue Perfume Series

@Studio Romain Lenancker

P a r fi m e r i j a S ava

B r a n d S t r at e g y B o o k

Parfimerija Sava

EDITOR’S LETTER

This book summarizes all the design processes for 2021 Fall, Product Design 7.

I firmly chose this Serbian perfume brand since the very beginning of the semester, because I was so impressed at the first time I saw someone share the story of Sava on social media. Three generations of perseverance to pass on the oldest craft of perfume making, they chose a completely different path from the modern market and insisted on customizing fragrances for each customer, which makes Sava the most unique jewel in the perfume industry.

The uniqueness of Sava is not only in the way it operates, but also in the style of its store, the perfume making equipment and the fragrance tasting process, which encompasses all aspects of the perfume experience. The store was bought by the current owner's father in 1941, due to lack of funds, it has hardly been renovated in the later years. The outside and the interior of the store has an old-fashioned feel that takes customers back to that time.

Sava is probably the last store in the world to use these old instruments for perfume making. Due to the epidemic I was unable to go to Serbia to experience Sava's perfume, but I was able to watch the whole process of their perfume tasting through the online video. The store owner, Nenad, would patiently listen to each customer's preference and make the perfume, spray the perfume on the customer's wrist to test the fragrance, but he would ask you to wait for a bit before smelling it, let the perfume be body temperature, saying that this is the real smell of the perfume. Finally, before bottling the perfume, the custom perfume will be sprayed all over the customer's body using an ancient perfume air pump, which becomes a classical and romantic ritual at Sava.

Because of the epidemic, people are being pulled further apart by the masks, but there is also a greater desire to support local communities and mom and pop stores like Sava, because these are what create the most authentic life and emotional connection between people in our lives right now, allowing us to come together as one again.

By the end, I hope that in the days to come I will have the opportunity to go to Serbia,experience Sava's custom fragrances, tell them about the project I did and hand this book to him.

Hope Sava store will stay open for a long time.

2021.12.12

Brenna Liu

P a r fi m e r i j a S ava

C ON T E N T S

Preface

Editor’s letter

Chapter 1-Brand intro

Project Brief

Brand Introduction

Value Proposition

Problem Statements

Chapter 2-Research & Discovery

STEEPX Trends

Market/Business drivers

Questionnaire

Chapter 3-Branding Strategy

SWOT

ERRC Matrix

Brand Attributes

Positioning Matrices

Strategy Canvas

User Centered Design Canvas

Chapter 4-Users & Oppotunities

106

Archetypes

Ideas & Oppotunities

120

Chapter 5-Design Development

122

130

134

138

142

146

150

CMF Story/VBL

Product Line

Perfume bottle

Label/Packages

Store environment

Phone App

Marketing

C h ap t e r .

B r a n d I nt r o Parfimerija Sava

Parfimerija Sava has been creating unique fragrances for each customer using classic techniques for almost a century.

In this project I will redefine the Sava brand, interpreting the combination of classic and macro trends, innovating on consumer experience and making it a unique brand in the perfume industry.

Project Brief

B R A N D I N T RODU C T I ON

Parfimerija Sava is a Serbian perfumery founded in 1954, which uses the classic handcrafted perfumery methods from a century ago to customize scents for each customer.

Basic Information

• Mission Statement

-Everyone deserves to smell nicely.

• Origin, Founder, Year Found

-Established in 1941 by the father of current owner, Nenad.

• History Timeline & Key Milestone

-In the 1950s, the perfume industry boomed in Belgrade.

-Private enterprise was banned after World War II,

so the stores had to close.

-They restarted their business in 1954.

• Market sector

-Perfume customization

• Total annual sales

-Only break even

• Ranking / Market share

-Homebased

• Location

-Kralja Petra 75, Belgrade, Serbia.

Value Proposition

Parfimerija Sava uses classic techniques to bring back unique and old romance, creating positive emotional connections through innovative and simple forms and applications of aroma, embracing local, making perfume a part of people's life and demonstrating responsibility for the environment.

Problem Statements

• Over-reliance on Physical Store

[The store is too small and only one in the world]

• Limited Product Offering

• Lack of Marketing

[Few people know about the brand and its story]

• Difficult for customers to experience the store

[Due to geography issue]

• Most of the customers are tourists

[Got very few repeat customers]

C h ap t e r . 2

Re s e a r c h & D is c over y Parfimerija Sava

S T E E PX T r e n d s

STEEPX Trends

STEEPX analysis is a tool commonly used in marketing to evaluate different external factors that impact an organization. It is essential for every business to consider some external forces before they can take decisions.

It also helps to predict what might happen in the future. STEEPX is basically an acronym which stands for Social, Technological, Economical, Environmental, Political and X.

SOCIAL TRENDS

Women Rise

Rise of Gen Z

Aging Problem

They are the first generation of true Digital Natives. They’ve never known a time when ordering takeout online, sending WhatsApp messages to a friend or FaceTiming their family wasn’t possible. They are the first generation that is active and available for almost 24 hours a day.

According to the U.S. Census Bureau's 2017 National Population Projections. By 2030, every Baby Boomer will be age 65 or older, which means that 1 out of every 5 Americans will be of retirement age.

Nature Novice

LGBTQ+ Therapy

The awakening of female power and thoughts. Adventure tourism brands offer slower#METOO paced novice trips for a new wave of travelers.

Healthcare is being tailored to better serve non-binary, trans and queer Consumers.

SOCIAL TRENDS

Rise of China

Home Fitness

China has emerged as an economic powerhouse (projected to have the largest economy in the world in a little over a decade) and is taking an ever-increasing role on the world stage.

Home workouts are booming in the pandemic – but lockdowns have also left consumers longing for human connection and escapism. Smart brands are harnessing virtual reality (VR) and realtime content to create more immersive, social exercise offerings.

Restaurant Subscription

Comfort Commercial

Anti-Doomscroll

Dining establishments are launching membership services during COVID-19.

Ad campaigns take on more positive and soothing themes.

Brands and designers are launching initiatives to help consumers stay positive.

Technology Trends

Greentech Competition between Major Power

Nowhere is U.S.-China competition more fierce than in advanced technological sectors — what has been termed the “technology cold war” — and China has already dominated clean energy industries.

Big Data

Brands are using big data and analytics to accelerate digital business initiatives

E-Sport

Smart Testing

Artificial intelligence is used in multiple industries to make processes more efficient.

Gaming has evolved from a form of entertainment into a sport. Spectator gaming and e-sports have produced platforms, channels and even dedicated bars serving a growing audience of fans from Gens Y and Z.

Tech companies are introducing solutions for safe and hygienic COVID-19 screening.

Technology Trends

Robot Retail

Digital Nomads

The COVID-19 pandemic has accelerated the use of robots in retail.

Covid-19 has accelerated notions of flexible working as well as location independent living; raditional job holders who are digital nomads have now overtaken independent-worker nomads thanks to universal work-from-home orders.

E-Commerce

Metaverse Expansion

WFH Prosumer

While at-home deliveries were already booming pre-Covid-19, the pandemic pushed e-commerce into overdrive.

Tech brand are investing in developing and perfecting metaverse experiences.

Consumers who are working from home are opting-in for more powerful tech products.

ECONOMIC TRENDS

US China Trade War

Supply Chain Bottleneck

The world's two largest economies have been locked in a bitter trade battle.

The dispute has seen the US and China impose tariffs on hundreds of billions of dollars worth of one another's goods.

As vaccination rates in the US, the UK, and Europe have risen, economies have shifted back and capital projects are beginning to resume. However, significant problems remain with respect to major shortages that exist in supply chains.

Currency Inflation

Hybridization

Return to office slows

"Inflation remains troublingly strong, even if it is not exploding like it did earlier in the year," said James McCann, deputy chief economist at Aberdeen Standard Investments in Boston.

Large companies are completly jump into new product market.

Like many businesses across the economy, technology companies continue to reassess the timing and scale of their return-to-office plans.

ECONOMIC TRENDS

The Job Market Lag

Inventory Problem

Coronavirus shutdowns dislocated

The pandemic has wreaked havoc with

workers in labor-intensive industries like

business plans, and no area of business

dining and hospitality. While GDP has

operations has been more chaotic than

come roaring back, employment may

inventories.Some businesses found

recover more gradually over the coming

themselves with warehouses filled with

year.

unsalable goods, and thousands of similar problems ranging from raw materials to retail storage rooms.

Business Investment Surge

Older Generations Aren't

Advanced Live Commerce

Ahead

Retiring

Features

With the global economy on track to pass

A Pew Research Center survey showed that

More and more people have started to

its pre-pandemic growth trajectory this

35% of adults ages 62 and older who are

shop through live and influencers can

year, Morgan Stanley economists say that

still working delayed retirement because

showcase products with links allowing

next stage of growth will be driven by a

of the Great Recession.

consumers to easily buy the featured

red-hot cycle of business investment.

items. (Live shopping is already a market of nearly 2 trillion RMB in China)

ENVIRONMENTAL TRENDS

Sustainability

Mask Pollution

As people's awareness of environmental protection continues to rise, brands are increasingly investing in sustainable design.

Over the past year, masks have become an important part of living safely in the middle of a pandemic. Most are made of layers of plastic microfibers. It's creating a new kind of plastic pollution, contaminating waterways and hurting wildlife.

Climate War

Neutral Footwear

Modern Beekeeping

Inhabitable spaces shrink, scarce resources become scarcer, and injustices grow deeper, not only between north and south but also between generations.

Carbon neutral footwear products and brands are on the rise.

Combine the need for relaxation with ecoconsciousness.

ENVIRONMENTAL TRENDS

Bio Furnishing

Printed Climate-Proof

Furnitures are built with environmentally

3D-printed housing is making the process

friendly materials

of designing natural disaster-proof

housing easier. These homes offer sustainable and protective construction that avoids structural issues in the case of extreme weather.

Waterless Body Care

Repurposed Species

Reduced Cooking

Waterless self-care products have lower

Brands use invasive species to create

Popular chefs create and collaborate with

requirements for transportation and the

products and help the environment.

brands to prioritize waste-reduction.

price is cheaper.

POLITICAL TRENDS

Climate Change

Cyber & Privacy

Climate change has prompted governments to enact legislation, and build support for practical solutions that benefit the environment and the economy.

Mainstream technology brands are prioritizing consumer's data privacy.

COVID

Possibility of Deglobalization

Racial Equality

Policies on social distancing and face masks have been put in place to keep people safe during the pandemic.

Global exports grew from 13% of global GDP in 1970 to 34% in 2012, but the share of exports in global GDP started to fall, globalization then began to stall, All this suggested that the policies that fostered globalization may likely change in the future.

This is a critical moment. Corporate America is more focused on the issue of racial justice than it ever has been. It is imperative to ensure that the unprecedented commitment of resources and focus toward racial equity is channeled effectively, proves impactful, delivers a high return on investment for society, and brings about real progress for individuals and communities.

POLITICAL TRENDS

Gender Workplace Diversity

Plastic Product Ban

Countries and companies need to begin to

As of March 2021, nine states have banned

look at the issue of gender equality in the

plastic bags, six states have banned

workplace differently by creating and

polystyrene foam foodware, and four have

implementing a gender diversity policy in

established plastic straw-by-request-only

the workforce.

policies.

Alternative Energy

Mental Health

Social Media regulation

States offer added incentives, making

The 2021 State of Mental Health in

Tech companies should identify the users

renewables even easier to implement from

America report confirms the trend that

who want to stop using their products,

a cost perspective.

mental health in the U.S. continues to get

then help them do that. We know that most

worse and many states are ill-prepared to

people suffering from addiction try to stop

handle this crisis and policymakers at

on their own. A similar pattern exists with

every level of government need to act

social media overuse and abuse.

immediately.

X TRENDS

Pets

Milkman Model

Globally, as pet owners continue to remain inside their homes, the pet care market has grown from $216 billion in 2020 to $232 billion in 2021.

As the process of going zero-waste typically involves toting reusable bottles to a store, this model helps to simplify the process and make it easy for people to receive the essentials, straight to their doorstep.

Virtual Lab

Shoppable Experience

Bluezone Living

Virtual innovation labs let consumers test and design products remotely.

Brands create in-person or virtual experience that consumers can shop in.

Brands are utilizing virtual home experiences as a medium for retail.

Brands are optimizin experience to facilicate longer and better lives for clients.

X TRENDS

Meditation

Accessible Package

Brands are addressing digital fatigue and

More brands prioritize inclusive

anxiety with new wellness features.

packaging for people with disabilities.

Holographic Assistant

Active Silence

Zero-Waste Cosmetic

Personalization/unique/just for you.

People now looking at places & spaces

The cosmetic industry is now producing

where quite is prioritized.

zero-waste packaging and products.

M a r ket & B u s i ne s s

D r iver s

Perfume & Cosmetic Market

Consumers will place greater importance on mental wellness. The fragrance market is well positioned to offer consumers a mental reprieve from everyday stressors and support new lifestyle needs, whether by bringing joy through evoking certain memories or fueling productivity in work/learn from home environments.

By 2025 the Fragrance market in the US is

expected to reach in the total amount of

US$3870 million, the annual growth rate is expected to be 5.31% (CAGR 2022-2025).

By 2026 the Beauty & Personal Care market in the US is expected to reach in the total amount of US$99,474 million, the annual growth rate is expected to be 4.40% (CAGR 2022-2026).

Target Market Size

51.78% population in the US.

Target Market Issues

For most perfume consumers,

three biggest issues they’re facing when customizing perfume are:

-Unable to accurately express their preferences for scent.

-Just few brands offer customization service.

-High price range.

Questionn air e

User Insights Questionnaire

Consumer insights look at the wants and needs of target market to explain why the market behaves the way it does. These insights can give business a deeper understanding of consumer behavior—including both personal consumer preferences and market trends.

Market research data, like how many people in your target market would consider buying products, isn’t always enough to go on when it comes to product development and marketing. Business also needs to know what drives that data. Consumer marketing insights help companies understand potential customers and make product and marketing decisions that win them over.

Questionnaire | Result

How do you see yourself? Choose from the following characteristics. Subculture Pioneer

Egocentric Creator

Optimistic Collector

Fashion Enthusiast

Sophisticated Commuter

Creative Hedonist

Slow-paced Lifer

Contented Compromiser

Pragmatic Mother

Mindful-abundance Experiencer

Other

Which of the following are the role of scents in your life?

(multiple choice) Soothing

Refresh

As ambient aroma

As cleaning product

Expressing your personality

Social needs

Health needs

Other

Which of the following make you feel difficult to customize your own scent?

(multiple choice) Unable to accurately express your preferences for scent

High price

Long time spent

Perfumer's skills

Few brands offer this service

Other

I don't think customizing personal scent is difficult.

What’s your gender? Male

Female

Other

Prefer not to disclose

Which of the following would you customize the scent for if possible? (multiple choice) Home (living room/ bed room...)

Bedding

Clothes

Pet (Shower Gel)

Consumer Electronics Products

Toys / Dolls

Vehicle

Other

What aspects of a perfume do you think can represent your personality? (multiple choice)

Which of the following are the attraction of local store to you?

(multiple choice)

The intensity of the fragrance

Aroma of fragrance

Fragrance retention time

Perfume packaging

Eco-friendly brand story

No Animal Suffering Certification

Other

I don't think perfume can represent my personality.

In-depth experience

More credible

Unique with regional nature

Socially relevant

Reduce carbon footprint

Support community

Other

Who do you think might go to a perfume store like this? Can you describe the person you are thinking about and why?

3.High end/high quality/expensive.

Find your favorite scents

The ornamental process

Engagement of the process

Freshness of the experience

Explorability of the process

Sustainability

Time of the experience

Other

1.Professional/people know more about perfume/old people/Perfume collectors/crazy lovers/Artistes.

Which of the following you value most in the process of customizing your Scents? (multiple choice)

2.Old fasion/classic/vintage/ Nostalgia/old-school/traditional.

4.Explore new things/want to smell differently.

Describe one of your favorite flavors, why you like it and how it makes you feel?

Q10 Most people could only briefly describe what it tasted like and give the perfume name and brand name, but could not describe it in depth, and in the description of how it make them feel, almost 80% people just used the word “smoothing”.

C h ap t e r .

B r a n d i n g S t r at e g y Parfimerija Sava

S WO T

SWOT

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, a SWOT analysis is a technique for assessing these four aspects of business.

SWOT Analysis is a simple tool that can help to analyze what company does best right now, and to devise a successful strategy for the future. It can also reveal areas of the business that are holding you back, or that competitors could exploit.

-The oldest and only perfume store in Belgrade that makes perfumes on site, offering guests old-fashioned romance and customized service.

Parfimerija

PRODUCT

-Expand product line to bath&body care/

hand&mask sanitizer/Laundry/Pet market.

Sava

-Expand perfume lifestyle products.

-Neutral perfume choice.

-Expand perfume to environment diffuser/

portable diffuser in the nature.

-Smell memories based on the user's

location information.

SERVICE

-Customized perfume and pre-made

packaged perfume are also available.

-Virtual store | Perfume Metaverse

-Exchange smell memories for perfume samples

-Enhance local attributes

-”Food waste essential oil”

PRODUCT

-AI perfumer in-store (After Questionnaire)

-Unique perfume

MARKETING

[which you can only but in Sava]

-Perfume completely customized for you

-Cooperate with KOLs on social media

-The ritual of trying perfume

-Explore new international market

-Multiple channel marketing

SERVICE

-Refine brand story

-Strong human connection

-Old-romance experience

-Customized services

SALES CHANNEL

-Unique old romance

-Virtual store & Local store

MARKETING

-Creative way for new generation customers.

-The oldest and only perfume store

-Perfume Subscription

in Belgrade that makes perfumes on site

-More shoppable experience. [Hotels]

-Competitive prices

-Live show/Video platform

SALES CHANNEL

PACKAGING

-In-store only

-More customizable label options.

[With unique service and products]

-Different bottle options according to

different types of perfumes.

PACKAGING

-Well-designed bottle with brand identity

-More capacity options

-Perfume bottle incorporates Serbian ethnicity

-Sustainable/Reusable

-Multi-use/can be refill

-Special code typed by old typewriter

-Multiple bottle shapes choices

PRODUCT

-Competitors have multiple product lines

-Limited Product Offering

SERVICE

-Competitors are starting to provide

-Extremely short opening hours

-Over-reliance on Physical Store

MARKETING

-Lack of Marketing

-Very small market coverage

SALES CHANNEL

-Physical store only

-Just one store worldwide

PACKAGING

-No unified design and brand language

perfume customized services

’

-Competitors service are more efficient

MARKETING

-Outside in the world of advertising

-Competitors are marketing on various

media platforms and magazines

SALES CHANNEL

-Competitors have multiple sales channels

[online/of

fline/social media/live show]

PACKAGING

-Competitor's packaging maximizes brand style

-Diptyque put more attention on living through the senses. In addition to perfumes, it has also developed candles and in-car diffusers.

diptyque

PRODUCT

-Very creative way to diffuse scent

(diffusion jewelry; diffusion hourglass ....)

-Broad product line: skin care; Fragrance;

Candles; Diffusers; Home Decor;

SERVICE

-Customizable gifts

(enrgaving; adding robbons; stickers)

MARKETING

-Covers multiple channels

SALES CHANNEL

-Multiple sales channel: online&mobile sales; Virtual visit boutiques and meet barnd ambassadors; in store visit.

O PRODUCT

-Provide the customizable ability for the scent

SERVICE

-Exploraing the customization for fragrance

MARKETING

-New perfume lifestyle

SALES CHANNEL

-Take virtual boutique visit experience to next level

PACKAGING

-Improving sustainability

PACKAGING

-Unique gift packaging(utilizing traditional Japanese art of folding)

W PRODUCT

-Lack of sustainability consideration

SERVICE

T PRODUCT

-Losing the customer trust due to the car aromatherapy bad quality control

-Engraving; adding stickers....

is a common way for customer to customize

SERVICE

-...

MARKETING

SALES CHANNEL

-Reservation needed for the virtual boutiques visit

PACKAGING

-...

-Customer looking for unique scent, other brand is working on customization scent

-Most of the limited edition products are using European locations as a story setting which makes difficult to build empathy with customers from other region.

SALES CHANNEL

-More offline stores are needed to enhance the customer experience.

PACKAGING

-Customer wants more sustainable packaging

-The core of the brand is quiet and minimalist, the packaging and typefaces giving people a sense of security and care.

-Offering perfume, body&hair care, also got into the environmental experience of aromatherapy.

Aēsop

PRODUCT

-Natural source: no animal-derived ingredients

SERVICE

O PRODUCT

-Launch more products related to scents

but not limited to perfume.

-Carbon Neutral Delivery

-In-store products trial

[well-designed washbasin]

SERVICE

-Well-designed store: Each store is unique

-Store design contest on social media

MARKETING

SALES CHANNEL

-Shoping assistant in multiple formate:

video call; live chat; phone call; enquiry...

PACKAGING

-Sustainable Packaging

W PRODUCT

-Unstable product supply

-Limited perfume scents

SERVICE

-Expand product take back program

to more countries.

MARKETING

SALES CHANNEL

-Pop-up store

-New virtual shop experience

PACKAGING

-Using sustainable material as the package

T PRODUCT

-Perfumes using natural essential oils have a

short scent retention time, and the technology

needs to be improved to develop more scents.

-Undifferentiated service

compare with competitors

SERVICE

-Lack of digital marketing and Ads

MARKETING

SALES CHANNEL

-Lack of new virtual experience

PACKAGING

-Majorly using plastic(recycled) as the

packaging material

-Customer looking for unique scent, other

brand is working on customization scent

-Rely on sustainable and neutral style

packaging

SALES CHANNEL

-Diverse consumer platforms and

rapidly developing tech

PACKAGING

-Many competitors are producing

sustainable packaging

-Known for its collection of all the smells in the world, also got into bath&body care industry.

DEMETER

PRODUCT

-Large selection of single scents perfume

-Create your own perfume scents

-Multiple bodycare/hand sanitizer products

SERVICE

O PRODUCT

-Perduce perfume with top/middle/bottom

notes(Daily perfume)

SERVICE

-DIY perfume tools

-Redesign the website experience.

-New ways for customers to DIY perfume.

-Great Coverage Worldwide

-Quickly react to trends

-Cooperate with KOLs on social media

-Multiple channel marketing

MARKETING

SALES CHANNEL

-Online/Offline stores

-Oversea agency

PACKAGING

-More capacity options

-Samples pack options

W PRODUCT

-Only single scent perfume

-Strange Taste

SERVICE

-Boring website experience

-Difficulty in Choosing

MARKETING

-Lack of Marketing

SALES CHANNEL

-Only online and offline stores

[Missing new ways to sell: Live show/virtual experience]

PACKAGING

-Unattractive Packaging

MARKETING

SALES CHANNEL

-Pop-up shop with perfume DIY courses.

PACKAGING

-Redesign the packaging with more

details and brand identity.

T PRODUCT

-Competitors have multiple product lines

SERVICE

-Competitors are starting to provide perfume customized services

MARKETING

-Competitors are marketing on various

media platforms and magazines

SALES CHANNEL

-Competitors have multiple sales channels

[online/offline/social media/live show]

PACKAGING

-Sustainable packaging has became the new trend

-Consumers prefer to buy products with attractive

packaging

-More experimental and industrial feel, with wide product category, also offering customized bottle labels and fresh-made perfume service.

LE LABO

PRODUCT

-Fresh Made Perfume

-Wide Product Category

SERVICE

-Instore product Trial

-Instore fresh made perfume

MARKETING

-Multi-platform advertising

SALES CHANNEL

-Online/Offline stores

-Low Inventory Pressure

PACKAGING

-Strong brand design language

-Minimalist design

-Customizable Package

W PRODUCT

-Undifferentiated products

compare with competitors

SERVICE

-Fresh experience but monotonous

-Many fans not getting the full experience.

MARKETING

-...

SALES CHANNEL

-Very limited number of stores

PACKAGING

-...

O PRODUCT

-Provide new scents for next popular decade.

-Sample pack option.

SERVICE

-More interactive elements and explanations

for offline store perfume making process.

MARKETING

-Post Ads or brand story to more digital channels

-New Generation preference

SALES CHANNEL

-Create an online experience similar to

perfume making in the offline store.

PACKAGING

-More capacity options

-More packaging customizable options

T PRODUCT

-Iconic smell becoming less unique

-Customers want to be unique

SERVICE

-Not real customized services

MARKETING

-Sustainable packaging and lifestyles

became the focus of advocacy

SALES CHANNEL

-Diverse consumer platforms and

rapidly changing marketing trends

PACKAGING

-Competitors are paying more

attention to the packaging design

-Growing share of sustainable materials

-Classic British brand offers almost all the product categories, perfumes/ candles/room diffuser/body Care, strong customer trust guarantee that it continues to maintain market share.

Jo Malone

PRODUCT

-Classic Scents perfume

-Body care/beauty care with aroma

-Seasonal Fragrance

-Markets Differentiation products

SERVICE

O PRODUCT

-Provide more scents choices for

body care products.

-Sample pack option.

SERVICE

-In-store product Trial

-Differentiated Services

[packaging customized service]

-High-end Positioning

-Brand Effect/Strong consumer Trust

-English perfume lifestyle

-New Generation preference

MARKETING

SALES CHANNEL

-Online/Offline stores

-Oversea agency

-Social media links

PACKAGING

-Strong brand design language/English style

-Minimalist design fits all gender and age groups

W PRODUCT

-Undifferentiated products catagories

SERVICE

MARKETING

SALES CHANNEL

-Creative shoppable experience

PACKAGING

-More capacity options

-Packaging customized service

T PRODUCT

-Classic scents lost uniqueness

-Customers want to be unique

-Undifferentiated service

compare with competitors

SERVICE

-...

MARKETING

-Lack of new virtual experience

SALES CHANNEL

MARKETING

SALES CHANNEL

PACKAGING

-Non-reusable packaging

-Competitors are starting to provide perfume customized services

-Sustainable packaging and lifestyles

became the focus of advocacy

-Diverse consumer platforms and

rapidly changing marketing trends

PACKAGING

-Competitors are paying more

attention to the packaging design

-Growing share of sustainable materials

E R R C M at r i x

Eliminate

Raise

-Gender-specific perfume categories

-Selling only pre-made perfumes/fresh mixed

with existing formulas perfumes

-Perfumes that claim to be "friendly to all"

-Consumers owned many perfumes that

don't suit them or will never be used

-Overpacking

-Uniqueness

-Customized perfume service

-Sustainable packaging/recyclable or reusable

-Choosing & trying experience for

online perfume stores

-Experience in offline perfume stores

-Scent-related products

Reduce

Create

-User's DIY perfume experience

-Limited capacity options

-Non-returnable online purchase of perfume

-The use and generation of harmful chemicals

in the perfume manufacturing process

-New way to try perfume when shopping online

-The new way of in-store customizing perfume

combining with technology

-Each perfume store in different cities sell a

unique scent (region only)

-Support customers to exchange smell memories

for perfume samples

(Details: Time/Location/Event/Feelings/Emotions)

-Use food waste to customize unique essential oils.

ERRC Matrix

The Eliminate-Reduce-Raise-Create (ERRC) Grid is an essential tool of blue ocean strategy developed. It is a simple matrix like tool that drives companies to focus simultaneously on eliminating and reducing, as well as raising and creating while unlocking a new blue ocean.

It pushes companies not only to ask the questions posed in the Four Actions Framework but also to act on all four to create a new value curve (or strategic profile), which is essential to unlocking a new blue ocean.

Brand Attributes

Brand Attributes are the core values that define the overall nature of the company and represent the essence of the brand. They are the set of unique fundamentals and characteristics that identify the physical, character, and personality traits of the brand in the market and in the minds of the customers. They are on the similar lines that allow us to consistently recognize the identity of an individual.

Brand Attributes helps to portray the brand characteristics of the company and helps in formulating the brand identity. They give an exceptional and distinctive competitive edge to the brand as compared to its arch contemporaries in the industry and as the company marches ahead over a period of time, the attributes are attached to the name and fame of the brand.

Customized Experience

Make each customer's own scent according to their personality and preferences, also offer custom labels and packaging, customers even have multiple options for perfume customization experiences.

Explore different ways to apply and diffuse aroma, making scents a part of life.

Exquisite Lifestyle

Eco-Friendly

Use recyclable/reusable/ biodegradable materials for Sava’s products and packaging, reduce carbon footprint and spread the ethical idea.

Combine vintage and modern styles, highlight Sava's history and classic techniques, bring back unique and old romance in perfume experience.

Old Romance

Emotional Connection

Create more positive emotional connection for customers, starting with aroma and memories.

Enhance local attributes and support local perfume communities, communicate with customers, and maintain great relationships. Aroma keeps people together.

Embrace Local

P o s i t i o n i n g M at r i c e s

Positioning Matrices

Positioning Matrix a mathematical tool that defines the essential elements of a brand’s positioning platform, and guides the relative importance of each element based on the specific marketing environment and competitive challenge a brand is faced with.

The objective of using the Positioning Matrix to craft a brand positioning strategy is that it enables each brand to vary the emphasis placed on each of the essential elements to gain advantage in competitive markets. It guides creation of brand messages targeting specific competitors vying for similar consumer targets.

POSITIONING MATRICES

Subculture

Pioneer

[Innovator]

Egocentric

Creator

[Innovator]

LE LABO

Optimistic

Collector

[Early Adopter]

Fashion

Enthusiast

[Early Adopter]

Aesop

Sophisticated

Commuters

[Early Majority]

Diptyque

Creative

Hedonist

[Early Majority]

Jo Malone

Slow-paced Lifer

[Late Majority]

Contented

Compromiser

[Late Majority]

DEMETER

Pragmatic Mother

[Laggards]

Mindful-abundance

Experiencer

[Laggards]

Parfimerija Sava

POSITIONING MATRICES | 1

Customized Experience | Eco-Friendly

Customized Experience

3 2 1

Parfimerija Sava

Unsustainable

Eco-Friendly

Diptyque Mass Produce

Aesop

Jo Malone

DEMETER

LE LABO

POSITIONING MATRICES | 2

Exquisite Lifestyle | Old Romance

Exquisite Lifestyle

3 LE LABO Aesop

Diptyque

Jo Malone

1 Normal

Old Romance

Parfimerija Sava

DEMETER

Not related to lifestyle

POSITIONING MATRICES | 3

Emotional Connection | Embrace Local

Emotional Connection

3 LE LABO

2 Aesop

Parfimerija Sava Diptyque

Focus Online

Embrace Local

Jo Malone

DEMETER

No emotional connection

S t r at e g y C a nv a s

Offerings

High

Low

Product

Service

Marketing

Sales Channel

Packaging

Showroom

Price

Strategy Canvas

Parfimerija Sava

Aēsop

DEMETER

Jo Malone

Diptyque

CHANEL

LE LABO

Us er C e nt er e d D e s i g n C a nva s

-Lack of novelty in the customization process

-Most customers are unable to accurately express their scent preferences

-Most customers are tourists, and as a tourist attraction, there is a lack of repeat customers

-Customers have difficulty going to the store to experience it due to geography

-No design and brand language

-Lack of Marketing, few people know about this brand and it’s story

-Over-reliance on Physical Store

-No guarantee of hygiene

-Not being able to get the scent they like

-The availability of after-sales service

-Uninteresting experience process

-Too complicated experience process

-Too far away

5. FEARS

-Parfimerija Sava uses classic techniques to bring back unique and old romance, creating positive emotional connections through innovative forms and applications of aroma, embracing local, making perfume a part of people's life and demonstrating responsibility for the environment.

9. UNIQUE VALUE PROPOSITION

-Perfume collectors

-Seeker of uniqueness

-Vintage enthusiasts

-People pursue novel experience

-History enthusiasts

2. USERS

-Parfimerija Sava

[Perfume Brand | Serbia]

-Try new things/experience.

-Find their own scents.

-Stay unique and avant-garde.

-As a trip souvenir

-Want more options

-Limited Product Offering

-Extremely short opening hours

1. BUSINESS

4. MOTIVES

3. PROBLEMS

Parfimerija Sava

USER CENTERED DESIGN CANVAS

-Buy another brand of perfume

-Make their own perfume

-Do not use perfume

-Use natural flowers

-Use scented cleaning products

-Use scented self-care products

7. ALTERNATIVES

-Focus on custom perfumes

-Have very clear distinction from other perfume brands

-Strong human connection

-Unique old romance

-Competitive prices

-More capacity options

-Sustainable/Reusable bottle & packaging

8. COMPETITIVE ADVANTAGES

-Enhance the viewability and novelty of the customization process

-Develop scent language to make the customization process easier and more efficient

-Add stores to expand into the US market/international market

-Develop brand language and unified design

-Enhance marketing, use social media and fashion magazines for advertising

-Increase online store options

-Changing business hours

-Increase product line

6. SOLUTIONS

C h ap t e r . 4

Us er & O pp ot u n it i e s Parfimerija Sava

A r c het y p e s

Archetypes

The consumer archetype is a narrative of the character you described as ideal customer, focusing on their behavior and their relationship with a particular product.

It is a tool that is designed to give business in-depth knowledge of the final consumer behavior, and the future interaction that they could have with the solution that company will offer.

Gender: Female

Age: 18-25

Annual income: US$40K-60K

Education Level: High schoolUndergraduate

Marital Status: Unmarried

Childern: No childern

Career: Subculture bloggers

Archetype Attributes

-Unrelentingly curiosity

-Endless imagination

-Strange intuition

-Unique taste

-Bold expression

-Fearless attitude

Innovators #1

Subculture Pioneer

Different styles collide in life

Wonderful furniture matching

Different niche aesthetic

Avant-garde makeup

Loves cosplay/Painting

Lively personality/socially inclined

Willing to express Pain points:

Too self-centered / not recognized by the mainstream / small social circle / lack of a sense of belonging / need strong financial support

Motives:

Freedom to discover themselves by exploring.

Seeking differences.

Fears:

Becoming mediocre and ordinary;

Gender: Male

Age: 16-25

Annual income: US$70K-150K

Education Level: High schoolUndergraduate

Marital Status: Unmarried/Married

Childern: 0-2 childern

Career: Niche Music Producer

Archetype Attributes

-Incredibly talented

-Endless imagination

-Foresighted creativity

-Individualistic expression

-Perfectionist thinking

-Risk taker

Innovators #2

Egocentric Creator

Prefer hardcore futuristic design

Emphasize unique style/avant-garde taste

Have their own strong preference

Lead social media conversation and new trends

Likes wine/car/cool lighting

Pain points:

Too self-centered / unable to accept imperfection / not recognized by the mainstream / emotional emptiness / lack of time for their own lives

Motives:

Fully customizable services.

Turning dreams into reality.

Avant-garde and unique scents.

Fears:

Be erased from the characteristics and become mediocre./ Imperfect.

Gender: Female

Age: 20-30

Annual income: US$50K-70K

Education Level: High schoolUndergraduate

Marital Status: Unmarried

Childern: No childern

Career: Photographer

Archetype Attributes

-Willing to share

-Sensitive perception

-Open-mindedness

-Optimism Spirituality

-Daily-life Passion

-Advanced aesthetic

Early Adopters #1

Optimistic Collector

Loves classic home design

Collects sneakers/travel/bright colors

Follow social media and new trends

Happy to share her life on social media

Slow-going/optimistic/love life

Pain points:

Not understood by others/need strong financial support/unstable income/unable to balance life and work well/social media takes up too much time

Motives:

Like to follow trends;

Passionate about life;

Keep themselves stylish at all times.

Fears:

Abandoned by fashion.

Gender: Male

Age: 20-35

Annual income: US$60K-75K

Education Level: High schoolUndergraduate

Marital Status: Unmarried

Childern: 0-2 childern

Career: Fashion blogger

Archetype Attributes

-Neutral attitude

-Unique aesthetic

-Open-minded

-Pursuing innovation

-Seeking independence

-Bold expression

Early Adopters #2

Fashion Enthusiast

Minimalist lifestyle

Have a strong aesthetic style/like taking photos

Follow social media and new trends

Constantly seeking innovation and uniqueness

Express their opinion and attitude through fashion

Pain points:

Need to keep following the trend to change themselves / lack of time for their own lives / can't always conform to the style preferences of your followers

Motives:

Pursuit of Innovation.

Stay unique and avant-garde..

Fears:

The perfume does not match his

versatile style of dressing.

Gender: Female

Age: 20-35

Annual income: US$30K-50K

Education Level: High schoolUndergraduate

Marital Status: Unmarried/Married

Childern: 0-2 childern

Career: HR Archetype Attributes

-Seeking sophistication

-Keen observation

-Trend-centric lifestyle

-Realistic mentality

-Pragmatic attitude

-Seeking independence

Early Majority #1

Sophisticated Commuters Follow the trendy lifestyle

Follow fashion information/social media/

new trends

Always change outfit and hair style

Likes to share her life on social media

Loves flowers/Gourmet Pain points:

High working pressure/Lack of sleep/Unable to balance work and own life / need strong financial support for expenses / Spending too much time on social media

Motives:

Be the most fashion person in the office;

Fears:

Falling into the style of fast fashion;

Gender: Male

Age: 16-27

Annual income: US$30K-50K

Education Level: High schoolUndergraduate

Marital Status: Unmarried

Childern: No childern

Career: Freelancer

Archetype Attributes

-Trends follower

-Pursuing fun

-Enjoy Challenges

-Open-mindedness

-Chic lifestyle

-Socially inclined

Early Majority #2

Creative Hedonist

Focus on appearance/confidence/following trends

Very open-minded to new things

Love life/like to sing/skateboard/play basketball

Follow social media and new trends

Extroverted personality/willing to socialize

Have their own social circle Pain points:

Low financial risk-taking capacity/Spending too much time on social media/needs financial support for larger expenses/too self-centered

Motives:

Staying stylish.

Get an edge in socializing.

Fears:

The scents not suit him.

High price range.

Gender: Female

Age: 27-45

Annual income: US$60K-72K

Education Level: Undergraduate/Graduate

Marital Status: Unmarried/Married

Childern: 0-2 childern

Career: Writer

Archetype Attributes

-Self-respect

-Rejecting blindness

-Seeking independence

-Strong self-control

-Advanced aesthetics

-Chic lifestyle

Late Majority #1

Slow-paced Lifer

Prefer warm home design

Healthy lifestyle/eating style

Like plants/have pets

Prefer solitude/quiet places

Rarely follow social media/predominantly their own preferences

Slow-going/optimistic/love life

Pain points:

Life can get boring/Emotional emptiness/lack of element of surprise in life/not understood by some people

Motives:

Try new things/experience.

Find their own scents.

Fears:

Cannot meet their expectations.

100

Gender: Male

Age: 25-45

Annual income: US$60K-80K

Education Level: UndergraduateGraduate

Marital Status: Married

Childern: 2-3 childern

Career: Programmer

Archetype Attributes

-Stable life

-Fixed social-group

-Seeking peace

-Easily satisfied

-Low desire

-Quality-driven

Late Majority #2

Contented Compromiser

Have pets/like to travel/like coffee

Don't follow social media and new trends

Not too interested in trends but will

occasionally try them

Slow to warm up/Satisfied with the

current situation

Pain points:

Deadlines/Stress/No personal time/

Less family time/Not fashion

Motives:

Changes in pop culture and technology,

they feel they need to make changes.

Fears:

Being left out of the younger generation.

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102

Gender: Female

Age: 35-55

Annual income: US$30K-45K

Education Level: High schoolUndergraduate

Marital Status: Married

Childern: 2-3 childern

Career: Small store owner

Archetype Attributes

-Pragmatic attitude

-Adhere tradition

-Following rules

-Keeping simple

-Seeking stability

-Easily satisfied

Laggards #1

Pragmatic Mother

Prefer simple home design

Traditional lifestyle/conformity

Raising plants/garden/cooking

More concerned about other people's feelings

Low spending desire

Not concerned with trends/social media

Pain points:

Life can be boring/Not fashion/Always consider other people's preferences first/save money to support the family's expenses

Motives:

Try new things/experience.

Add fun/surprises that they can share with family.

Fears:

Families do not like it.

Price is higher than expected.

103

104

Gender: Male

Age: 20-45

Annual income: US$50K-65K

Education Level: High schoolUndergraduate

Marital Status: Married

Childern: 0-2 childern

Career: Outdoor Adventurer

Archetype Attributes

-Spiritual satisfaction

-Ignoring trends

-Chic lifestyle

-Fearless attitude

-Self-driven motivation

-Seeking independence

Laggards #2

Mindful-abundance Experiencer Minimalist lifestyle/optimism

Adventure-loving/enjoys rock climbing/ skydiving/running marathons/motorcycles

Not concerned with social media and new trends

Not too concerned with their appearance

Focus on spiritual experiences

Outgoing/Independent/Fearless Pain points:

Just adventure can motivate him/Life can become boring/unstylish/not paying attention to his appearance

Motives:

Try new things/experience.

Make a little new attempt at their appearance.

Fears:

Unable to make him feel new and excited.

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I d e a s & O pp ot u n it i e s

106

Ideas & Oppotunities

Through the results of preliminary research on trends, markets, competitors and target consumers, we start brainstorming possible development and design directions for different consumers' pain points and motivations, and divide the solution into short/ medium and long-term strategies.

107

Not just Aroma

Smell Healthy

Wearable Aroma

Selling aroma instead of perfume.

Expand perfume to more daily application scenarios:

Laundry detergent | Bath/body care | Air freshener/Environmental fragrance

Pets’ shower gels | Portable diffusers | etc...

-Using the air of bluezone as the carrier of our perfume.

-Compress the air of the bluezone and send it to customers in the form of a small tank?

Launching wearable fragrance, designed in a jewelry way.

Personal Perfumer

Future Perfume DIY

Perfume Courses

Customers could communicate individually with our perfumers in-store or online and get their own unique fragrance and secret recipe code.

-Mail 3 samples to customers to help them make the purchase decision.

-Sell blind perfume box. [based on abstract questionnaires]

Provide a more simple and interesting perfume DIY process.

Changing the design of the perfume bottle, people can choose any scent base they like, when configuring the perfume, simply place the perfume bottle on the scent base and press down, the scent will enter the perfume bottle, people can use it multiple times and try different scents.

Provide perfume courses

Strengthen the ties with local perfume lovers , and make perfume a part of their lifestyle.

108

Gift Pack

Support Local Perfume Lovers

Launch pre-selected gift packs.

Offering multiple choices of pre-selected gift packs according to different audiences.

Perfume | Environmental spray | Body Care

Establish a local perfume club.

Host regular perfume club events where everyone can talk about their favorite perfumes and lifestyles with people who share the same passion.

Perfume Puzzle

Scented business card customization

Designing perfume sample sets to be more interesting.

Attract more customers to try and experience different scents, either as a social game to share the scent or as a toy for kids [after the perfume is used].

Customers would get business cards with their exclusive scented pop beads, and when they distribute the cards, the unique scent would be the point which they can be remembered.

Fresh Customization Experience

Provide different ways to customize, make every experience fresh & unique.

Based on users’ needs, we offer engageable/ exporatory/ornamental customization process for customers to choose.

Start at the Source

Selling seeds for perfume ingredients, and customers could get the experience of growing them and exchange the flowers for perfume.

109

Modular packaging

Multi-Love scents

Perfume Bar

Customers could choose different colors

Customize the scent for the customer by

Changing the business model of perfume

and patterns of fabric with different glass

combining her personality with the

stores. Turn the perfume store into a place

perfume bottles to better fit into the their

personalities and preferences of her family

where people can socialize, come in and

living environment.

members.

experience different scents and share the

-Launch a perfume with only top and

joy with their friends.

bottom notes [top note-the smell customers likes (first to emit) bottom notethe smell their family/friends like (emitted gradually)]

Scent Therapy

Healthy Wearable

Name your perfume

Introducing scent therapy to customers

Healthier wearable aromatherapy

Customers can name their own custom

Different scents have different effects on

Using scented materials that can make

perfume. Even name the perfume by their

the human body, and they have multiple

people healthier and customized to the

names. Which can enhance the customers’

effects. We can introduce scent therapy

user's needs, scent therapy can be turned

emotion connection and attract their

kits with different effects to help people

into wearable.

attention.

have healthier life.

110

Molecular Perfume

Message Board

AI Perfumer

Change the perfume making process.

Set up a message board in the store

Using AI as perfumers to help customers

Using the principle of molecular cuisine,

All customers can share their favorite

find their favorite scents?

raw materials are transformed into

scent and their story with this scent on the

different states and then mixed into

board, which not only can convey the

perfumes by different means. Making the

emotion for perfume and scent, but also

whole process more ornamental.

can help other customers to make the decision and take a try.

Local Uniqueness

Recharge Station

Scents Documentation

Enhance local attributes, communicate

Launch a series of ambient aromatherapy

Launch a scent collection kit to allow users

with customers, and maintain

and bedding laundry detergents about

to document smells during travel.

relationships. Each store in a different

soothing negative emotions/relieving

region can offer different series of

insomnia/providing a sense of happiness.

perfumes (depending on the type of fruit produced in each city, the different quality, and tastes of the water, different colors, and styles).

-Collect most of the perfume raw materials locally.

111

Packaging Wrap Choices

Remember the moment

Customized Gift

Multiple packaging options available.

Introduced a camera accessory that would

Provide custom scenting service for

After a customer purchases a product in

release a different scent

friends/partners

the store, they can choose their favorite

[or records the current environment's

Think about how to customize to the scent

pattern for wrapping, we will hand wrap it

smell] each time the shutter was pressed.

that others like. Customers can provide

and hand it to them in person.

their friends' favorite colors, their personality, what kind of pets they have, and their relationship or how they met each other, these stories can express a more diverse characterization.

Recharge Station

Perfume Service Package

Memory Exchange

Launch a series of ambient aromatherapy

Scents can be customized for all details

We support customers to exchange smell

and bedding laundry detergents about

within the home.

memories

soothing negative emotions/relieving

This package includes perfume/bedding/

(Details: Time; Location; People; Event;

insomnia/providing a sense of happiness.

room/vehicle/pet within the package.

Feelings/Emotions) for perfume samples. More popular the location, more perfume volume customers can get.

112

Co-branding

Avant-garde Diffuser Sets

Social Media Share Tag

-Worked with Nike to define different

It’s not only the aroma itself, but also the

Create a social media scent sharing tag

scents for each sneaker.

assembly of the set and the steps to emit

system. Users can add their own fragrance

-Cooperate with Polaroid to publish film

the aroma can soothe the user's mind and

scent tag when sharing their life on social

papers with smell.

body, similar to the Japanese "incense

media, or even make the label as their own

ceremony".

tag.

-Provide fragrance diffusers in the form of flower arrangements so that customers could experience the relaxation of flower arrangements while also smelling the soothing scent?

In-Car Aroma System

Decipher Book

Bottle with emotions

Creating innovative scent systems in the

Custom scents are given a unique

The packaging of a perfume can convey

car. People can customize the smell of

alphabetical code.

the emotion that the perfume represents.

their car just like customizing perfume,

We will include a decoder book, so

The perfume bottle can go from rounded

and we will launch a diffuser that is more

customers can know very clearly the

to angular, which can visually let the user

suitable for the car to develop the

structure of the fragrance they have, and

know its character.

experience.

can also use the contents of the fragrance decoder book to think about what kind of scent they want before their next visit to the store.

113

Perfume Maintenance Service

Carbon Footprint

Home smell control kit

Restoring perfumes that have been sitting for too long to their original scent.

The perfume that has been left for too long will lose its top notes, so we can add top notes and alcohol to make it blend again.

Show the carbon footprint.

We will show consumers how much CO2 emissions will be reduced by purchasing our products compared to other brands.

Provides a module that absorbs smell and a module that emits fragrance to keep the smell in all parts of the home in positive alignment.

Packaging Footprint

Zero-waste

Profile Sharing

-Putting product life-cycle lable on the perfume bottle.

-Provide a product take back program at the end of product life.

All our products were made from natural raw materials and the leftover material residues could be put into the production of packaging.

Allow customers to customize their favorite perfume profile tags (cards with the fragrance on them).

When their friends ask about their perfume, they can share the card to share the fragrance.

114

In-store Functional Zone

Aroma Language

Seasonal Perfume

Develop the system to help customers

Each local store will offer limited edition

better discribe the scents they love and

perfumes for the scent of the city in

make the cuatomization process more

different seasons.

simple & efficient.

The scent of the city can be best expressed

Division

Think about the functions and zones inside the store.

Design the moving lines and the details of

by the scent of the food and flowers in each

customers’ experiences.

season.

Ornamental Process

Scents for your Love

Memory Customization

Change the perfume making process

Partners can customize perfume for each

Customize perfume based on customers'

Make the perfume making process more

other.The choice can be made according to

memories.Extract the key information

ornamental, add interest and attract

the other person's personality and also

from the customer's memory [season/

attention.

according to their favorite flavor, which

scene/plant] to make perfume, then adjust

can be a gift to commemorate or as a daily

the concentration and order of flavors to

experience.

better match the customer's memory.

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Label Customization

Scents Experience for Children

Perfume Blindbox

Parents can have their children's drawings printed on the label when they customize perfumes. Many parents treasure their children's drawings, and when they bring their children to the store, children can enjoy drawing and their parents can chose to print the drawings on their perfume labels as a souvenir.

New smell experience for children

Since kids are very interested in bright colors and gourmets Thinking about the scent experience for kids that can enhance both, or even connect to the ice cream?

Selling perfume blindbox in the online store. Customers can also experience the surprise of perfume sample blindbox in the online store when they don't know what to choose, after filling out an abstract questionnaire, we will send a perfume sample to the customer.

Table Perfume Garden

Engageable process

Social Media Store

Launch desktop perfume garden set.

People are free to choose flowers and plant seeds to create their own natural desktop perfume garden and enjoy the natural floral scents. Also they can use the flowers and plants they grow to exchange for perfume samples.

The perfume customization process can be designed more engaging for customers.

They can learn from it and experience the fun of making perfume themselves.

Create perfume store on social media

We can launch our brand on social media and in addition to local stores, customers can get a virtual custom perfume experience through social media links and receive their perfume in no time.

116

Immersive Home Scent System

Pressure Release System

Old Romance Story

Create a home aroma system.

Introducing a scent system to release

Retain the form of the original perfume

This scent system can save 10 different

stress. This set of scent system can store 5

customization tool. Add new design

scents chosen by the user, each scent can

different scents, when people experience

language in the original tool design so that

match the different states of the user, it can

negative emotions or great stress, they can

it is integrated with the whole brand but

soothe the mood, improve concentration,

release the smell according to different

also have uniqueness.

help sleep, improve creativity, etc...

needs to relieve their mental stress.

Bring Back the Sense of Ritual

Just like how you smell flowers

Electronic Product Aroma set

Rituals are a very important part of old

Customers can smell perfume the same way

Launch the electronics cleaning set.

romance. These unnecessary acts make

they smell flowers.

Users can customize their favorite scent

people feel special and taken seriously, so we

This process can make the customer feel

and apply it to the cleaning set.

need to rethink the rituals in the perfume

more relaxed and natural atmosphere

customization process.

117

Life Accessories

Scent Level Set

Everyone's Memory

Apply scents to the small objects in your life. These detailed items can reflect the user's attitude towards life and also can add little surprises to life.

The same scent can be customized with different levels.

Each level will have a different scent concentration and retention time, so users can make a choice according to their own situation and mood each day.

Extracting the connection point of all people's memories from childhood.

Introducing a taste familiar to all and evoking memories shared by all.

Accompanying lights

Sustainable Paper Wrap

Flower with Package

Launch the aromatherapy lamp series.

It can accompany users by way of scent can lighting, to relieve loneliness.

All packaging is made with sustainable materials. All our wrapping paper is FSC certified and fully sustainable/recyclable/ biodegradable/not damaging to nature.

Provide customers with fresh flowers everydsy. Every day the store will have the fresh flowers as the source of the store's aroma, and every customer can choose to take a free flower when they buy products in store.

118

Product Life Circle

Maintain ecological balance

Modern Style & Old Romance

Disclosing the

No wild plant or animal materials are

Develop a brand language more in line

stores. This would include sourcing/

product life circle in online

used. We will have our own base for

with the U.S. market.

manufacture/transportation/usage/end of

growing raw materials and will also

Use a more modern design language and

use.

encourage our customers to experience

style, but still retain the old-fashioned

the joy of growing their own, using more

romantic sentiment.

ethical materials and production processes.

Self-grow Perfume

Sources Story

Exploratory Process

Launched self-grow perfume kits

Show customers the origin and story of all

The perfume customization process csn be

Customers can grow their own perfume at

perfume materials.

designed more fun for customers to

home, the kit will include seeds/growing

Introduce the story of a fragrance

explore. They can experience a variety of

tools and perfume making tools.

ingredient daily in store，show its

scents and enjoy the whole process,

uniqueness and creating an emotional

picking their favorite scents and get the

connection between the fragrance

final one for themselves.

ingredient, brand and the customer.

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C h ap t e r .

120

D e s i g n D ev e l o p m e n t Parfimerija Sava

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C M F S t o r y

Vi s u a l B r a n d L a n g u a g e

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CMF Story | Visual Brand Language

Visual brand language is the unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style. It can also bring the emotional connection between the brand and the consumer. Visual brand language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers.

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STORE

PRODUCT

WEB | APP

CREAMY WHITE

C0 M2 Y5 K7

R236 G231 B224

#EBE7E1

C0 M2 Y5 K7

R236 G231 B224

#EBE7E1

C0 M2 Y5 K7

R236 G231 B224

#EBE7E1

RUBY

SAVA RED

C0 M100 Y77 K42

R149 G0 B34

#8A1226

C0 M100 Y100 K60

R101 G0 B0

#5D0100

PEARL

BLOOM PINK

SAVA RED

C0 M2 Y4 K2

R249 G244 B238

#F8F4EF

C0 M11 Y13 K16

R213 G189 B185

#D2BEBA

C0 M100 Y100 K60

R101 G0 B0

#5D0100

TERRAZZO

DRIED ROSE

SAVA RED

C0 M35 Y58 K29

R180 G117 B76 #AC7753

C0 M100 Y100 K60

R101 G0 B0 #5D0100

GOLD

RUBY

C0 M12 Y27 K6

R240 G212 B152

#5D0100

C0 M100 Y77 K42

R149 G0 B34

#8A1226

Color Palettes

Three palettes were designed for products, store and App, designing from both physical and digital aspects.

The colors were inspired by the Serbian city of Belgrade, where red is popular in Serbian culture, most roofs are red and orange, and people love the red and purple flowers in the streets.

To continue the classic elements of Sava brand, I chose the warmer terracotta tone and added a touch of creamy white to accent and enhance the sophisticated and modern feel.

Also the colors can provide a sense of home and secure, to release users’ stress and pressure.

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STORE

PRODUCT Clear Transparent Glass

Wheat Straw

Clear Recycled

PLA Plastic

Clear Transparent Glass

Colored Transparent Glass

Terrazzo made by recycled plastic

Wheat Straw

Terrazzo made by recycled plastic

Colored Transparent Glass

Aluminum

Material Board

To harmonize the overall classic and modern feel, I chose clear and stained glass, and also used aluminum, clear recycled plastic, wheat straw and terrazzo made of recycled plastic.

Both wheat straw and terrazzo come from Serbian culture. Bread is a Serbian staple and wheat is a large part of Serbian food culture, so I chose to use wheat straw as the medium for the aroma diffuser, transforming the culture's food waste into a natural and sustainable material.

And the colorful terrazzo material can show exoticism, which is inspired by the famous Sava Church in Belgrade.

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STORE

PRODUCT Clear Transparent Glass Streaked | Undulating | Highgloss

Anodized

Aluminium

Clear Transparent Glass Highgloss

Colored Transparent Glass Streaked | Undulating | Highgloss

Vintage surface texture

Clear Transparent Glass

Terrazzo made by recycled plastic Smooth | Matte

Streaked | Undulating | Highgloss

Stone | Terrazzo Smooth | Matte

Colored Transparent Glass Highgloss

Aluminum

Finishes | Pattern

For the finishes, I chose striped, undulating and high-gloss glass surfaces, anodized aluminum with a vintage surface texture, and smooth and matte terrazzo surfaces.

The two finish patterns I chose were also inspired by Serbian culture to reinforce the brand identity, with the vertical stripes coming from the dome of the Sava church and the first stadium in Belgrade, and the wooden fence typical of Serbian villages.

The stone walls are inspired by the Studenica Monastery, the best monastery in Serbia. The building's basement and the house behind it are made of stone. Looking back at the history of Belgrade, stone was the most important material there.

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SAVA RED

GOLD

C0 M100 Y100 K60

R101 G0 B0

#5D0100

C0 M12 Y27 K6

R240 G212 B152

#EBCF9C

WHITE

RUBY

C0 M0 Y0 K0

R255 G255 B255

#FFFFFF

C0 M100 Y77 K42

R149 G0 B34

#8A1226

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HEADER

SUBHEADER

LABEL

PARFIMERIJA SAVA

Parfimerija Sava

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMN

ABCDEFGHIJKLMNOPQRSTU

abcdefghijklmnopqrstuvwxyz

0123456789

ED Lithosphere

BLACK

C100 M0 Y0 K0

R0 G0 B0

#000000

BASE COLOR

C0 M100 Y100 K60

R101 G0 B0

#5D0100

CREAMY WHITE

C0 M2 Y5 K7

R236 G231 B224

#EBE7E1

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VWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Abhaya Libre Regular

American Typewriter

BASE COLOR

SAVA RED

C0 M100 Y100 K60

CREAMY WHITE

Bloom Pink

Dried Rose

RUBY

C0 M2 Y5 K7

C0 M11 Y13 K16

C0 M35 Y58 K29

C0 M100 Y77 K42

R236 G231 B224

#EBE7E1

SAVA RED

OPQRSTUVWXYZ

R213 G189 B185

#D2BEBA

R180 G117 B76

R149 G0 B34

#AC7753

#8A1226

R101 G0 B0

#5D0100

In this CMF story, I combined Meso trends, Serbian culture and Sava's brand identity, making these colors, materials and finishes the most relevant to the Sava brand and conducive to showing Sava's uniqueness.

Personalization

Home | Lifestyle | Terrazzo

Eco-Friendly Material

Personalisation continues to be a key

Modern reinterpretations of classic mid-

Spurred by the problematic consumption

innovation lead for beauty brands,

century centre on warm wood tones and

of finite raw materials, creatives are

inspired by growing demand for targeted

splashes of color or graphic pattern. This

seeking out alternative resources to help

treatments and customisability.

historic reappreciation will give way to

reduce the impact of their practice and the

more layered, collected spaces.

wider industry. Organic and industrial waste streams, local materials and circular initiatives are all being explored.

Nostalgia

Smoothing warm tone

Support local

The internet is speeding up nostalgia and

People are more concerned about overall

Having experienced serious

cultural frames of reference. Accelerated

physical and mental health, the warm,

destabilisation, for many consumers, the

by the pandemic's impact on perceptions

calming natural colors have healing effect.

new normal means not salvaging the old

of time, Gen Z's 'nowstalgia' is reimagining

world but forging positive future scenarios

the recent past – impacting the aesthetics

– giving value to brands who supplement

of everything.

municipal organisations or fill their gaps.

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Product Line

130

Product Line

Product Line around aroma.

Perfume | Laundry Detergent

Aromatherapy | Candle

Pet Shampoo | BodyCare | Car diffuser

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-Sava can bring more experience to users.

-Unique products will attract more potential users.

-Consumers have more options to apply scents.

-Unified product shape design and color tone highlight the brand style.

-Customization offers more possibilities for products.

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ARSP

133

Perfume B ott le

134

Perfume Bottle

The perfume bottle design is inspired by the medieval perfume air pump that sprays perfume by gripping and squeezing in the palm of the hand. The clear body of this perfume bottle is made of recycled PET plastic, squeeze the bottle and air will enter the perfume bottle through two one-way air valves to spray perfume. The method of use and the bottle design continue the old romance attribute of Sava.

135

Perfume bottle construction

136

137

L ab e l & P a c k a g e s

138

Label & Packages

Sava's label design uses traditional Serbian floral patterns. Flowers are not only used as a source of traditional scents, but also as a representation of traditional Serbian culture, with many floral elements in traditional Serbian clothing, textiles and handicrafts.

At the end of the customization, the perfumer will use an old-fashioned typewriter to type the code of the custom scent on the label, which will be unique for each fragrance.

139

Different scents will have different colors and densities of flower patterns.

In the Sava app, users can see all their customized scents and products in their collection, and also experience the fun of collecting them.

140

Multiple Label Design

Unique Colletion

141

S t o r e E nv i r o n m e n t

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Store Environment

The store is designed with four main functional areas: Scent Showcase / Product shelf / Customization Area and Communication Area.

The scent showcase area will feature five newly formulated scents that will change weekly, which are derived from the most popular scents discussed by local Sava customers on the Sava app.

The product shelf will have the entire Sava product line on display, with pre-mixed scent versions of all products, but customers will also able to apply their own custom scents on all products.

The customization area is where customers and perfumers can communicate and try new scents.

The communication area will hold PopUp events and perfume courses, including some events to support the local perfume community.

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Due to funding issues, Sava will start with Counters in malls and Pop Up Stores for the first few years, which will help Sava better understand the market and also as a marketing tool. After the brand stabilize, Sava will choose several major cities around the world to open our own stores based on previous data and provide better service to consumers.

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145

P hone App

146

App Design

To provide consumers with a better online customization and in-store experience, the app provides the best solution.

The app offers online store, fragrance customization, collection, courses, reservations and community features, and will later include NFC functionality for in-store use to help customers better understand fragrances and scents.

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Explore the invisble world with Sava Perfumer, by scheduling your visit with Sava Store

Benefits

Better online customization experience Brands have more control over service quality Easier access to purchase history and course appointments Support the communication between local perfume lovers Provide better in-store experience.

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Perfume

Aromatherapy

Pet Shampoo

Lorem ipsum dolor sit amet,

consectetur adipiscing elit, sed do

eiusmod tempor incididunt ut

labore et dolore magna aliqua.

Hand Cream

Candle

Body Cream

Lorem ipsum dolor sit amet,

consectetur adipiscing elit, sed do

eiusmod tempor incididunt ut

labore et dolore magna aliqua.

Multiple Label Design

Unique Colletion

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M ar ketin g

150

Marketing

Sava will adjusts the content and placement of ads based on store location and target consumers. The ads will be placed mainly on mall facades, roadsides, subway stations and social media, and will also include the address of the Sava website and the QR code for downloading the Sava App.

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Roadside advertising focuses on providing a stunning aesthetic, showcasing romantic design and brand experience, creating emotional connection with users.

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Advertising on social media and subway stations will precisely correspond to the pain points and needs of target users, reach more potential users and expand the scope of publicity.

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D e s i g n e r

Brenna Liu

@brenna.liu

@Brenna Liu

brenna.liuziyi@gmail.com

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