Airy-0 Mars
Strategy, Web Design, Marketing
Webflow
2017
Product packaging plays an increasingly important role in the luxury sector. In fact, it's just as important as the main product itself. The story told by the packaging is, for some, a key element in the decision to buy, especially in the world of perfume. The first step in buying perfume begins with its communication.
How does it stand out from the crowd? What does the product say?
The intention to buy a perfume comes even before smelling it, thanks to the story that surrounds it.
We wanted to tell an unusual story and convey it through our packaging. That's why we want to seduce consumers with our fragrance, Airy-0, Mars.
Astronomy is a world that can be "inaccessible", just like perfume, which you can't smell at first glance. The aim, then, is to appeal through packaging.
Airy-0 is an impact crater at the center of the planet Mars: a reference site for mankind. Between discoveries and secrets, Airy-0 is the link between the unknown universe of Mars and mankind. He proclaims his passion for innovation through a fragrance that evokes the brilliance of this new world.
The trademark of visual artist Anish Kapoor, Vantablack* is a color that completely absorbs light. It reveals the packaging's asperities only by touch. It is present on the outside of the packaging.
Mars' flagship colors - browns, oranges and reddish hues - are only visible when the pack is opened.
*As Vantablack is excessively expensive, paint derivatives that achieve the same aesthetic are available on the market at an affordable price.
The packaging expresses our relationship with Mars in two ways:
Vantablack: a symbol of the unknown and of depth, urging us to discover the secrets and hidden faces of the planet.
Marbling: the use of a marbled effect is a direct reminder of luxury. With its orange hue, it evokes a representation of the planet Mars.
Olfactory emotion: Fresh, Delicate, Spicy (cold planet: up to -63°C)
Suggested ingredients: Orange blossom bud, Rosewood, Patchouli, Amber, Vanilla, Jasmine nectar
Engraving: Revelation of the Airy-0 fragrance concept and its origin, Mars.
Capacity: 100ml
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