Designed by CARTILS, The Netherlands.


Internationally renowned fashion brand SuperTrash is successfully managed by top entrepreneur Olcay Gulsen. The brand not only offers clothing, but shoes, accessories and lingerie as well. And, like each major company in the fashion industry, SuperTrash is also launching its own perfume: “Phenomenal”. The perfume will be introduced at the Amsterdam Fashionweek 2012. For its packaging design SuperTrash teamed up with CARTILS, the well-known international branding and packaging design agency.

CARTILS’ main objective was reflecting the unique and authentic SuperTrash brand image in its design. A brand that revolves around living a successful life, being sophisticated and exposing yourself as you are. “Phenomenal” by SuperTrash targets independent women with great sense for fashion and style. Therefore CARTILS crafted the design to present a combination of outspoken personality and effortless style. Gaston van de Laar, Group Director Client Services at CARTILS explains: “The powerful angular bottle shape represents independence and confidence, while the cap texture and gold colouring show the absolute class and style the international brand stands for. The sophistication and great sense for fashion are underlined by the delicate ribbon and SuperTrash charm.”

In the development of SuperTrash “Phenomenal”, a large-scale research was conducted by Jorijn Harms at the Delft University of Technology, to determine how scent characteristics can be translated in packaging design. The research results offered clear insights on colour, shape, angularity and more. These insights were then connected to the characteristics of the perfume, which in combination with the SuperTrash brand personality created the foundation for the outstanding design.

“Launching my own perfume has been a dream of mine for so long, I think Phenomenal fits the SuperTrash lifestyle perfectly”, top entrepreneur Olcay Gulsen stated. “CARTILS really brought the SuperTrash brand experience alive in Phenomenal’s packaging design. The packaging clearly represents ‘feminine independency’, a characteristic the brand is known for. Besides that, it differentiates from all the offers that are currently on the market. It is satisfying to see that a company, that is a relative outsider within this segment, is in touch with the market and the SuperTrash brand in such a great way.’

%d bloggers like this: