Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

The Brief

Considerations

Context & Target Audience

Solution

Design a concept and campaign for the first ever

Whistles scent.

There are many elements to consider with this particular

brief, especially due to being for a major competition
and a particularly large brand in the Fashion world.

Whistles is a leading British contemporary fashion

brand that encapsulates an intelligent sense of design
with timeless and luxurious pieces. Our collections are
modern and laid back with an attention to detail and
quality, CEO Jane Shepherdson.

Concept and campaign for a new Whistles scent for

both males and females, taking inspiration directly from
their product lines, colour schemes, fabrics, patterns
and textiles.

Brief Type
Live Brief from Whistles for YCN 2015.

Due to being a new product, the scent, or scents for

both men and women need to be thought out and
conceptualised in order to stand out from competitors
and the crowed perfume market. Therefore the design,
packaging and execution needs to be on point, fit in
with the existing brand image and corporate brand
guidelines whilst being new, fresh, chic, luxurious and
noticeable.
With any product such as this, relevant advertising and
marketing needs to be put in place to ensure success,
therefore promotional materials have also been
considered and thought out in regards to application
across different media.

This is a new category for Whistles, the clothing line

bordering high-street and luxury fashion, whom are
wanting to expand their product range into a spin-off
market following suit of competitor brands such as
Comme des Garons, Le Labo and Byredo.
Whistles have 53 stores and 74 concessions in the
UK, Ireland, France, Germany, Switzerland, Holland,
US, Russia and China.
The target audience for the new scent is both new
and existing customers (both male, and female) whilst
wanting to feel intelligent, independent, confident, selfaware and selective.

The fragrances are called Botanica and Flora, taking

on a musky, floral scent, visualised through collaged
segments of Whistles clothing and accessories,
creating a visual connection for the user, whilst relaying
with the existing elements of the brand.
Evaluation
I am really enjoyed this brief, and felt I found my feet
with it. My love for Fashion graphics came to light with
this brief, allowing me to engage with the luxury sector
once again in a more in-depth, conceptual and thought
out manner. I also was able to revisit my love for collage
and more experimental design. I believe the outcome
fits the brief, whilst enabling me to learn more about the
industry and its specific niches and needs.

1/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Whistles

Competitors

Whistles are a leading British contemporary fashion

brand that borders between high-street and designer.
Garments are often modern and chic, with the upmost
attention to detail, colour, pattern and execution.

On the high-street Whistles can be compared to the

likes of Karen Millen and The Kooples, whilst also
being compared to designer brands such as Comme
des Garons, Le Labo and Byredo.

In September 2014, Whistles launched their first ever

Menswear line, encapsulating modern classics with a
sporty and effortless slant.

Comme des Garons for example, have recently

launched a perfume expanding their product range,
leading to Whistles wanting to follow suit.

Contextual Research

2/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Aesthetic Research

Colour, Print and Pattern

Whilst researching for this brief, I looked into Whistles
past, previous and up-coming collections to gain
inspiration from their garments. I found particular
interest in the colours, prints and patterns used for
their garments very eclectic, diverse and feminine,
whilst being neutral and bold. I wanted to find a way
of portraying this through the outcome, allowing for a
visual association between viewer and brand, whilst
keeping in-line with the well-known and reputable
existing brand image.
3/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Pattern Design

Final Pattern Design

I printed off many Whistles patterns and prints from

their current collection, and then manipulated these by
hand to form collaged flowers.

Two pattrens were created after experimentation and

development, one for the male scent and the female
scent. Patterns and prints from the menswear and
womenswear collection were used relevant to the
scent. Using visuals associated with the brand at
present, this allows for a recognisable link between the
new product and the inherent Whistles style.
Furthermore, seasonal scents could be designed and
produced in the same or similar manner for a further
range.

Development: Pattern Design

4/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Outcome: Concept

Concept
Two scents have been derived - Flora and Botanica promoting a floral, yet musky fragrance.
The scent has been taken from a floral theme, influenced
and inspired by the past, previous and future colour
schemes, prints and patterns of the Whistles clothing
collections.
These are visually represented through collage,
reflecting both feminine and masculine product lines.
5/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Outcome: Packaging

Packaging
The packaging design for both scents, is influenced by
the visuals used for the bottle design, reinforcing the
concept, scent and visual undertaken.
By keeping the design minimal, the juxtaposition of the
collage, logo and typography allows for a chic, sleek
and luxurious aesthetic and tone.
A simple one-piece gift box is a classic yet luxurious
way of packaging perfume with a bold design to create
contrast.
The pattern and logo will change accordingly for the
Male scent, Botanica, featuring an inverted logo and
blue floral collage.
The Female scent, Flora is shown packaged in a bottle
and a gift box.

6/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Outcome: Promotional Packaging

Promotional Packaging
To promote the scents further, for a limited time when
bought, the product would be further packaged in a
gift bag featuring the collaged print and Whistles logo.
7/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Outcome: Environmental Signage and Promotion

Environmental Signage and Promotion

To promote the new Whistles scents, two variations
of posters would be produced and displayed in train
stations, bus shelters and billboards around cities and
towns, allowing a mass audience to gain awareness of
the new product line.

8/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Outcome: Website Proposal

Website Proposal
Due to an increase in the amount of online shoppers,
the Whistles website also needs to draw attention to
customers - both existing and new - looking to buy the
new scent.
A proposal of how the scent could be promoted online
has been produced to show how this would function.
Opposed to showing a visual of the product itself,
a visual of the associative print has been placed in
position to draw attention and create traffic.
9/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 12 YCN - Whistles

Outcome: Magazine Campaign

Magazine Campaign
Advertising through magazines is the most effective
form of promotion for fashion brands, therefore this is
crucial to ensure a successful product line launch.
A simple poster-style advertisement would be placed
in magazines such as Vogue, Harpers Bazaar and
Grazia, promoting the new product lines - Flora and
Botanica - the brand and visual to associate with.

10/10