01

Background

Concept

Jnae Saunders
Graphic Design
Level 06

Whistles is a leading British contemporary fashion brand that encapsulates an

Intelligent sense of design with timeless and luxurious pieces. Our collections are
Modern and laid back with an attention to detail and quality. Since its relaunch in
2008, and under the guidance of inspiring CEO, Jane Shepherdson, Whistles has
become a wardrobe staple for fashion editors and industry leaders, characterised
by its contemporary and effortless style.

Influenced by Whistle established brand identity, extend their strong visual image
throughout the design and campaign. The concept is derived from Whistles minimal
aesthetic, focussing on embodying the traits of both the Whistles Man and the
Whistles Woman, through perfume scents.

Brief

Deliverables

Extended Practice
OUGD603
22.05.15

Design a concept and campaign for the first ever Whistles scent. The concept should take
into consideration our brand positioning, mission and strategies. It should target the female
and male Whistles customer as well as attract a new customers to the brand. Were looking
for ideas of what the scent should be, how it would be packaged and how we would bring
the product to market via PR and marketing campaigns.
You are free to demonstrate how you would communicate your concept in one or more
campaign channels.
In collaboration with Jasper Lee // Oscar Lawrence and Elliot Tebbs on Film + Photography.

Perfume Packaging.
Printed Campaign.
Digital Campaign.
Campaign Video.

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Branding Guidelines

Colour

Typography

The design aesthetics where sourced from the whistled brand guideline manual, which was
accompanied the YCN brief. These colour influenced the overall colours for the brief and
would accommodate to the female and male audience through juxtaposing monochrome.

The body copy and online content uses Helvetica neue throughout the branded items,
these branding guidelines also influenced the visual elements of the brief.

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Visual Research

Packaging

Photography

Research into high end fashion brands with existing perfume packaging, the designs used
unique perfumery bottles with simplistic packaging. Although Whistles is a high street store,
the companies overall aesthetic is high end, clean and classic which was a consideration in
representing the brand.

Sensory photography is used at the forefront of the perfume campaigns to highlight the
senses in which the perfume would be used. This style would also influence the aesthetic
of the campaign.

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Fragrance

Whistles Woman

Whistles Man

The Whistles Woman is intelligent, independent and discerning. Woman combines

The Whistles Man is aware, selective and confident. Man combines fragrances that embody

fragrances that embody the qualities and attributes of the Whistles Woman.

the qualities and attributes of the Whistles Man.

Jasmine provides a feminine top note, fresh patchouli and white musk add ro create a rich

Grapefruit as a clean and fresh citrus flavour, oakmoss for masculine and earthy tones and

and elegant fragrance.

sandalwood that exudes confidence.

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Packaging

Bottle

Box

The bottle design is influenced by traditional apothecary bottles that are used for
medicine, the bottles where chosen to contextually represent the chemistry between a
man and a woman, and when combined with the modern labels creates a versatile look.

The alternative bottles design is sealed with a monochromatic box keeping in line with the
Whistles brand image.

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Print Campaign

Look Book

Aesthetic

To accompany the campaign, an exclusive fragrance look book has been designed to go
alongside the release of the products. The purpose of the look book is to present the
products to new and existing customers with the aim to increase awareness and sales. The
look book will be available online as well as printed copies available in store.

The aesthetic follows a simple and clean grid that was influenced by the Whistles existing
website and photography, full bled images of models and the application of the scent are
highlighted in the publication to inform consumers of how the product is uses and distributed
around the areas of the body.

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Online Presence

Website

Campaign

The fragrance will have its own page on the Whistles website. The online presence uses the
signature colours of the campaign. Man and Woman both have dedicated pages providing
more information on each product.

The social media campaign Scentsation runs through Instagram and Twitter allowing the
users to interact with Whistles - through either #whistlesman or #whistleswoman - with
the incentive of their images appearing on the website.

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Promotional

Campaign

Aesthetic

Using the signature monochromatic colours of the Whistles brand and scents, images from
the campaign will be distributed around the city to promote and entice existing customers
and new audiences to the brand through engaging photography and sleek packaging for
the new fragrance.

The campaign shows the product and the interaction with the user which creates sensual
tone of voice.

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Video

Campaign

Distribution

The video campaign celebrates the independence of both sexes, whilst also portraying a
connection between the two, through the purchasing of the fragrance.

The advert will be distributed on the whistles website, TV, social media and within the store
on projectors.