Updated: Nov 12, 2018
This is the last article of this series. We’ve talked about the things we need to make our perfume compound, the different parts of a perfume, we mixed it with alcohol and we finish the perfume. Basically, we took care of the interior or the “internal” aspect of the perfume, now it’s time for the exterior, which is almost as important as the perfume itself. This external part implies several steps, not necessary in the order I will present them. Everything that I will lay down today comes from a mix of creativity, some knowledge of marketing, graphic design and psychology, and common sense. As usual, there is not just one way of doing things. I encourage you to let your imagination go wild and dare to think the impossible. Who knows? Maybe that crazy idea bouncing in the back of your head is the best yet to come.
Let’s continue with the perfume we created as an example in the previous articles.
Naming / Logo:
These are not necessary processes that are done at the same time. You can work on a name first and then on a logo, or like I am going to do now, both of them at the same time. To start brainstorming and toying around with a name, I thought it would be nice to use as a starting point the context in which the perfume was created: a series of articles written in a BLOG, so we’ll start with that word:
The first thing I would do is trying to give it a little bit of dynamism. We’ll make the B curvier by using a different font. As a reference, from the graphic design point of view, curves imply dynamism, movement, action and since we have had established our perfume target for a “non-conventional successful working women, to use during the day. Fresh, soft and dynamic, that leaves an intriguing but personal trail”, we will add some dynamism.
As a name, the word BLOG does not really transmit much. We will split it up by adding a dash between the B and the L in order to give somehow a more modern look to the word and maybe it will turn into something more adequate for a non-conventional and working woman (think of e-mail, I-pad, e-commerce, e-learning, etc. all of them somehow modern concepts). I know, it sounds crazy, but something as trivial as a dash has an amazing amount of substance when it comes to this type of analysis.
By adding the dash we are also changing another layer of the name: its pronunciation. It would no longer be “blog” but “be-log”. I like the idea but at the same time, I would like the “e” not to be tacit, but visible. So, I will add the “e” with the same curvy design as the “b” but without the vertical stem and in a way that its center “enters” the dash:
At this point we should check significance: “Belog” means absolutely nothing in English (Great!). Phonetically it is close to the word “belong” which has a nice and positive connotation, especially for a perfume. These are the subtleties that psychologically speaking we don’t “see” but enter our subconscious to leave a meta-message without us even knowing it. And these are the things that are usually evaluated in focus groups, led by a Psychologist. If you have a friend, family or anyone that is somehow related to these kind of studies, ask them if you could observe one. (Not to be a part of one but to see how they are conducted –usually from inside a room called Gesell Dome with a big glass window that looks into the room where the participants are. From their side, they don’t see a glass but a huge mirror. It is really an interesting experience where you can literally see how something that for you was, without a doubt an A might be, without a doubt as well, a Z for another bunch of people.
Now, let’s keep going with our logo. I would like to add some color. Just a touch, so I will play with the just added “E”. The first color that comes to mind is rose, since it’s a rosy perfume…
…but I don’t like it. Somehow looks flat, dull or incomplete. I thought about adding an actual rose, a peach or somehow the ocean (since it has a marine base), but, even though it sounds like an amazing idea for an advertising piece, they would probably overdo the logo itself. So… we WILL create and add piece and we are going to use the color of the peach and the rose that we will use in that piece to color the “e” of the logo. We will fade it from the red of the rose to the yellowy/orangey of the peach:
NOW we are talking!
Our logo is ready!
Sometimes, while in the process of creating a name, you might want to reaffirm the identity of the brand with a short sentence: the slogan. The purpose of the slogan is to make somehow the brand more memorable. We can achieve that by reinforcing its main idea with a sentence that expands that concept or message, at the same time that we are giving the customers an extra focal point to associate directly with our name or brand. Usually, the slogan is what goes the extra mile, it gives us that extra piece of information that even though not indispensable, is always nice to have, or at least anecdotic.
For our example, what about if we also associate the slogan with the origin of the name, the blog? That would be swift! Yeah, a little play on words that is also a statement of the origins of the perfume. I think the slogan HAS to be:
"It was written"
Bottling / Labeling:
For 30ml and 60ml bottles, I usually make 2 labels:
One for the front of the bottle: The front label size is 125" x 1.6875" and I put the logo in there and.
another one for the back: a tiny one (1.5" x 1"), with the following info:
In this case, since the bottle is transparent and my inventiveness is out of control, I will make both same size with the logo and the slogan place vertically (to the right) on the front while in the back I will put the same info as usual plus a rose (the same one I will use for the add) that you will be able to see through from the front.
So front label will be this: