B R I E F
ROLE: Project Lead, Concept Ideation, Design Direction, Execution
INDUSTRY: FMCG
In order to accelerate brand’s growth and double up its top-line revenue. Yardley needed a brand-led design approach that will help create a sustainable growth platform to help widen its portfolio range.
Yardley London, an english heritage fragrance brand prevalent in the markets across countries was seeking a shift from its historic perception to a contemporary fragrance and beauty brand.
The aim of the packaging overhaul was to rejuvenate the brand Yardley, as a premium contemporary classic (classic femininity, for contemporary woman of today), that the woman of today would love & pride to own.
The strategy behind building up the new contemporary classic was pivoted against four brand pillars i.e. Indulgence, Luxury, Englishness, Contemporary Femininity. The exercise also focused in building up a distinct and extend-able architecture that can work across various Yardley product ranges like Mono-florals, Fusions and Premium.
