After months of hard work and with the entire team sworn to secrecy, we're delighted to now share with you our latest project, the launch of STORIES by Eliza Grace, the new Northern Ireland-based fragrance brand.
The client, who was completely new to the perfume industry, fulfilled a long-held dream with the launch of her own boutique fragrance brand. The Inspiration behind the brand name came from the stories of her own childhood shared with her two daughters. Our brief was to build a powerful but understated product identity highlighting these stories through a brand mark, packaging, supporting marketing collateral and online presence. Key to this was the production of a launch film which provided visual assets for a wide range of supporting materials.
The client had a very minimalist, almost clinical look and feel in mind which required thoughtful interpretation to give character and purpose. The intention is to increase the product range (launching with two fragrances available as eau de parfum, hand and body wash and hand and body lotion), and the branding is intentionally oriented towards this aim.
With a launch date of autumn 2018 and a complete integrated marketing campaign required from the outset, after exploring a wide range of brand mark styles the client settled on the most basic and pared-back concept we proposed, a classic minimalist typographic solution. Executed entirely in monochromatic black and white, all labeling and packaging, marketing and comms materials were printed in the single black colour derived from the brand mark. This stark brand language required us to build a supporting visual language around the product that counterbalanced this simplicity with a rich sensuality, to give weight and depth to the brand essence.
Key to this was the development of a back story based on memories which became the shooting script for the unvoiced launch film, following a young woman and man as they flashback to childhood memories, a journey triggered through the STORIES fragrances.
Shot entirely on location in and around Northern Ireland and produced entirely in-house by our film production team led by director of film and motion Adam Smyth, the film was shot with cinema-level lenses and lighting. We took advantage of the unseasonally warm weather, shooting broadcast quality film and photography concurrently to deliver the footage needed for the launch film as well as stills for the launch brochure.
Working collaboratively on labeling, outer box design, and marketing literature as well as online presence (website, Facebook, Instagram and Twitter), we worked with the client and her marketing and PR consultants to synchronise activities around the launch.
The brand mark and all supporting materials was designed by Mark Case. The film was produced by Adam Smyth and Joel Rock, with production assistance and story development by Katie McQuillan. Product photography used in the launch brochure and Shopify storefront by Matt Shanks was produced by Marcin Wilkowski and Darren Kidd.
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