strategy/positioning: drakkar noir fragrance

ceft and company engages with l’oreal luxury division, the stewards behind brands such as viktor & rolf, stella mccartney, kiehl’s and maison martin margiela. the project was to re-imagine the iconic and profitable drakkar noir line, and to modernize its masculine image. the presented challenge included a positioning that would encourage new users while retaining the profitable base audience, revamping of the iconic bottle and package, as well as the creation of new visual campaigns and in-store displays.

unfortunately, we are not at liberty to share the entire work at this time.