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New Blood Entry — Ashleigh Heald

Award: In Book

Applied Graphics / 2013

I approached this project with a sense of creating something completely different from the existing scents and logos but to still fit as part of the range. I chose the theme of travelling because as a dry shampoo lover it is a holiday essential and wouldn't leave without it. I wanted to create 4 different scents for different holidays.

The first is camping, the standout smell for me is the woodsy rained on fire smell that stays with you - named 'under the stars'. The beach holiday smells of suncream and lime, a fresh scent that you spend all year dreaming of - called 'siesta on the beach'. The city break is inspired by coffee shops and bakeries that makes your mouth water - called 'metropolitan delights'. Finally there is the essence of the British seaside which conjures up smells of ice cream and sea salt - called 'charmed by the sea'. The visuals are very 1950's style patterns with a white background that 'show' how the product smells. The logo is displayed on a luggage tag inspired shape with compliments the shapes of the patterns. The 1950s style will never go out of fashion, it is classic and appealing to all ages. It is on a white background to differentiate them from the existing ranges, but the slanting logo will create a unified look on the shelf. I have displayed the range in a vintage suitcase to emphasise that Batiste is a holiday essential and that no girl should be without it. The idea of the suitcase can be transferable to the website and also to give the products shelf appeal. The scents are designed to epitomise the smells that you associate with going on holiday and that you can continue to smell all year round. Everybody no matter how young or old wants to go on holiday so these scents will appeal to all.

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