PACKAGING REDESIGN CONCEPT / ACADEMIC WORK / JAN 2023
Little Blossom is a children’s cologne line launched by Avon in the 80's, making success among the Latin American audience by allowing children to experience beauty products without forcing them to imitate adults.
The line, which began with Topsy's cologne - a redhead flower-girl who lives in a teapot and talks to bees -, expanded both in products and protagonists: among accessories and toys, Topsy gained two more friends to play with in the land of Rainbow Garden: Lily and Daisy.
Discontinued in Brazil, the line remains fondly remembered and cherished by those captivated by the bucolic and delicate world of the Little Blossom.
Enthusiastic minds, and a taste for the antique.
So the adventure begins.
In a packaging redesign activity, we chosed Little Blossom not for believing there were inherent problems in the old design that should be solved, but because we like the concept of the line and the possibilities of creation and expansion of the brand.
In a relaunch, old consumers would have a new opportunity to get in touch with this fantastic world, and younger generations would also have the chance to be enchanted by the playfulness of Little Blossom.
One new step, one new stone.
Then comes our biggest challenge: How to modernize the line without losing it's vintage appeal, essential to cause brand recognition? We were also concerned with making the packaging a collectible good, as the toys that made the collection famous in the past.
"Topsy" character sheet, with new design.
At last, you're invited to a tea party in Rainbow Garden.
Our redesign of the Little Blossom sparks curiosity and empathy, while maintaining its bucolic and fantasy atmosphere. Our packaging turns into a pop-up mini-scenario, with cute detachable paper characters to make playtime more fun. It’s something to keep, collect, play with. Adults familiar with the brand will be attracted to the nostalgic exterior, but children will be surprised by a completely new world inside.
Topsy is and always has been, all about beauty and sensitivity. Not for vanity, but for the care and affection she treats her friends and the world around her. She is beautiful, delicate and selfless, so as love.
Dandy Lion, a new character in Rainbow Garden that we created for this work, teaches us to look at life from new perspectives. It is a child, curious, innocent, free. Once or twice, acts with mischief, but it is still a fragile dandelion.
"Dandy" character sheet, a new character created in this work to expand the line.
Hope you had a good time!
CREATIVE DIRECTION AND ILLUSTRATIONS: Matheus Alves.
CHARACTER DESIGN CONCEPT: Pedro Matheus Cruz.
CONCEPT AND RESEARCH: Milene Tais de Souza, Matheus Alexandre Costa, Iva Fernandes.
GRAPHIC DESIGN: Iva Fernandes.
Orientation by MSc. Ana Paula Freitas, in Project V.
