MASSIMO DUTTI 1985. Packaging for men’s fragrance

Lavernia & Cienfuegos

Carrer de Félix Pizcueta, 23, 46004 València, Valencia, España

After more than 30 years in the market, Massimo Dutti decided to renew its classic men’s fragrance and rename it Massimo Dutti 1985, in reference to the year the company was founded. They wanted to give it a more modern, younger, and fresher air, while maintaining the tone of elegance that characterizes the brand. For the secondary packaging, we adopted the concept of a book so that its display in the store would resemble a library. This is why the information is provided on one of the sides, which functions as a spine. To elevate the perception of quality, it is covered in a textile-like paper and features black stamping for the brand name. Additionally, it has a fabric ribbon that makes it easy to extract the bottle, which also has a label on one side.