Batiste Once Upon a Time – a fairytale series

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Note: This project is an entry for the D&AD Students Awards 2013.

The brief is to create a trend-led graphic identity for a limited edition range of Batiste products.

Idea

“Once Upon a Time – a fairytale series” is the theme I’ve created for the limited edition series of Batiste dry shampoo. I chose that because fairytale is something that is planted deep inside every girl’s heart since young. The connection between Batiste and fairytale is that Batiste provide us the way to be beautiful, made us into believing that we, too can be the princesses of our childhood dreams.

In the world of fashion, fairytale element is a classic that keep making its way back to the runway. Moreover, fairytale is making a huge comeback recently in the form of movies. So I thought of combining fairytale elements with a sense of fashion (Batiste emphasizes that they are fashion-led) to be the core essence of this series.

For this series, I played around with 4 popular fairytale characters, thought of what impression they gave to people, and came out with these 4 new fragrances:
Little Mermaid – Playful & Adventurous
Beauty (as in Beauty and the Beast) – Sweet & Elegant
Rapunzel – Dreamy & Charming
Little Red Riding Hood – Mysterious & Seductive

Mockups

Early development of the characters and test prints to see how the design would look like on the cylindrical shape of the cans.

Final Outcome

In the attempt to create a more consistent layout across all the designs, I used the same set of fonts and the same label shape for them. I placed the 4 characters showing different “fashion shooting” style pose at the bottom of each can, and used matching elements as the background pattern.

For the application of the design, I designed a cabinet as a point-of-sale display of the products in supermarkets. I also designed new pages on the official website featuring the new fragrances.