• Add to Collection
  • Tools Used
  • About

    About

    As new ILLVA designer, the first project I dealt with, was the creation and management of the communication campaign of Christmas 2014: "Disaronn… Read More
    As new ILLVA designer, the first project I dealt with, was the creation and management of the communication campaign of Christmas 2014: "Disaronno wears Versace".The campaign fits into the "Icon Project", a collaboration between the Italian liqueur "Disaronno" and an Italian fashion designer. The project was launched in 2013, with "Moschino", and is repeated in 2014 with the bottle dressed up in the style of "Versace Home Collection". To "dress up" the bottle we use a sleever: a plastic film, that by hot steam become narrow, and adhere to the bottle. Read Less
    Published:
As new ILLVA designer, the first project I dealt with, was the creation and management of the communication campaign of Christmas 2014: "Disaronno wears Versace". The campaign fits into the "Icon Project", a collaboration between the Italian liqueur "Disaronno" and an Italian fashion designer. The project was launched in 2013, with "Moschino", and is repeated in 2014 with the bottle dressed up in the style of "Versace Home Collection". To "dress up" the bottle we use a sleeve: a plastic film, that by hot steam become narrow, and adhere to the bottle.
 
The sleeves is based on the graphic proposed by Versace, which takes the style from his service "Trésor de la Mer".
Starting from the file given by Versace, I made the "executive" with the optical corrections needed to fit the bottle. Then I declined the executive into the 20 different ML formats and Countries languages. The printing method was a challenge. The sleeves was printed with the offset method, that work "in conversely layer" and which allows the use of 10 "ink train" maximum. We decide to use: 1 train for the black text, 4 for CMYK, 3 for the golds (of the label) and 2 layers of white (which served as "background", because we print on transparent plastic, not on a white paper). As a result, there was no opportunity of making the "Versace light-blue" with a Pantone®, and the red Pantone® of the label it has obtained "holing" the golds and using the CMYK below. The issue was find the right color rendering: the CMYK blue had to be coherent with "Versace light-blue", and the label must be the same of the usual product.
For the Key-visual of the campaign, I decided to focus on the idea of "a fashion designer dressing the bottle". I translated this with a scarf that cover the usual bottle. When I had the approvation, to produce the final image, I made a shot of a blue velvet fabric, to which I added the sleeve's graphic. The logo of the 2013 campaign was "Disaronno loves Moschino", which referred to the Moschino symbol that is an heart. This was no longer coherent, so I decided (just like in the Key-visual) to focus on the idea of "dressing up", and create "Disaronno wears Versace". The logo has the "Versace light-blue" color, and use the 285C Pantone®, the more similar to the CMYK of the sleeves. The same Pantone® which then I used for other materials.
 
An element necessary to the sale is the cardboard, printed in flexography. With this printing method, is not recommended to use CMYK and shades, because the yield is bad. So I decided to use only two colors (black and Pantone®), and as image, I use blue stripe (that pretends to be the scarf), which passes behind the Disaronno bottle pictogram. The "box pallet" for retail chains have Key-visual on the crowner, and on the sides have the same concept of the cardboards: the scarf that passes behind the "naked" bottle. This also can help the consumer to understand that within the sleeves there is the usual product.
See more at my website: pels.it