Secret Temptation Cheer

Background

Secret Temptation Cheer is a new line of small, 30ml perfumes targeted towards young girls stepping into womanhood.

The line is made up of 3 variants—Daisy, Jazz and Ruby.

We were approached to design a pack for the new range.

Strategy

Small packs serve as introductions to a brand, at an affordable price. Cheer is meant to be an introduction to the brand to young, first time consumers—young girls and women coming into their own.

They are probably new to the idea of perfume itself, graduating from ‘deos’.

We thought if the pack could appeal to her idea of a good life and a day well spent, without being too obvious or chirpy (a departure for the category), it will resonate with the woman in her.

Design

We designed the outer cardboard box and the perfume bottle.

The variants—Daisy, Jazz and Ruby are geared for different times and situations that dot a young woman’s day.

We used associations with her day and activities to give character to each pack.

Daisy is a fresh scent for a day out at the park or the mall, Jazz is for the gym or a casual coffee date and Ruby is for the nightclub and the afterparty.

The colours fade from dark to light in an understated manner. Mnemonics for each variant—a petal for Daisy, a heart for Jazz and lips for Ruby. All feminine cues.

The brand name finds pride of place in the limited real estate on the pack, building trust and assurance. Metallic gold is used in the illustrations and lettering—to represent the fineness of the fragrance, reminiscent of high-end perfumes and cosmetics.

The golden cap and fading colour gradient on the glass bottle carry over the themes of elegance and day in the life associations.