alternative media suggestions for charlie
as part of the rebranding effort for revlon’s iconic fragrance charlie, ceft and company created the new packaging for the body-fragrance range.
the small things matter… charlie body fragrances when displayed with the matching SRP (shelf-ready-packaging).
the SRP lip was elevated to create better proportions and be used as billboard for the branding. the bottle’s minimal design, serve to create a moment of peace in the midst of store shelf chaos. note that the there is one logo per box but that logo appears confidently and clearly…
as opposed to older packaging work (see below) where design and foresight were not taken into account.
ponder the older bottle design (above), the color mismatch with the SRP, and the use and size of the logo. the older SRP was clearly an afterthought…
before and after: less is more… four logos per box (on the old pack design) and yet a single logo (on the new pack design) wins in presence…
client market research efforts confirmed the agencies anticipated intentions with charlie leading by a double digit performance on shelf recognition over its competitors including the best selling rival impulse…
see also the eau-de-toilette packaging work here
click on the link to see all the work the agency has created for revlon over the span of several years, the work included strategy and positioning, product naming, product design, packaging design, logo development, marketing strategy. view all work for revlon.
