Life is a Journey. Travel Light.
I worked as a designer for Procter & Gamble's prestige product category, on top brands like Hugo Boss Fragrances. The original, signature men's fragrance -- Boss -- was aimed at the successful, authoritative male consumer (think CEO). We wanted to leverage the brand to develop a new fragrance aimed at a younger audience.
20-something males were brought in to focus groups in major American cities to gain perspective on their attitudes and perceptions. Unexpectedly, they express antipathy toward any fragrance concepts highlighting wealth, status or sex!
All of our initial ideas were jettisoned. The young men saw themselves as urban guerillas, focused on surviving the city. Astute observations and maxims voiced by the participants are incorporated into the campaign. We name the new fragrance, simply, Hugo.
Urban guerilla theme.
Hugo packaging and support materials are developed along an urban guerilla theme, in military colors. Bottle is inspired by a boy scout canteen. Fragrance contains notes like green apple, grapefruit and basil. Art direction is clean, uncomplicated, dynamic.
Hugo packaging and support materials are developed along an urban guerilla theme, in military colors. Bottle is inspired by a boy scout canteen. Fragrance contains notes like green apple, grapefruit and basil. Art direction is clean, uncomplicated, dynamic.
Self-posession.
For Hugo, rebellious self-possession is prized.
For Hugo, rebellious self-possession is prized.
Travel light and be original.
Hugo ad copy based on maxims voiced by the 20-something age bracket we interviewed. Designs incorporate a Bauhaus, De Stijl, Constructivist aesthetic.
Hugo ad copy based on maxims voiced by the 20-something age bracket we interviewed. Designs incorporate a Bauhaus, De Stijl, Constructivist aesthetic.
Irreverence.Fashionable boys and girls spritzed shoppers from an insecticide canister filled with Hugo.
Samples, testers, bits n' bobs.
Simplicity.
"Gifts are hard. Hugo is easy." Advertising validates values like simplicity and convenience.
"Gifts are hard. Hugo is easy." Advertising validates values like simplicity and convenience.
Hugo Woman
The tremendous market success of Hugo inspired the design and debut of Hugo Woman, "a fresh new fragrance created for the feminine revolution taking place in urban America."
Complementary designs incorporate a Bauhaus, De Stijl, Constructivist aesthetic.
