The ultimate dessert haven for your senses ! GOODIES whips up the most delicious gourmand perfumes that’ll satisfy your sweet tooth (guilt-free). Think irresistible, mouth-watering scents that make you the main snack wherever you go. For the bold, playful, and unapologetically sweet fragrance lovers and true gourmand fragheads.
Deliverables: Brand identity, Packaging concept and design, Product design, Logo design, Communication strategy, Secondary brand elements
Objectives/Brief:
Developing the entire brand identity for a perfume brand, Goodies. The house specializes in gourmand fragrances that smell delicious. The desired outcome is an identity that is fun, bold, kitchy, inclusive and positive. The brand is interested in blurring the line between food packaging and fragrance packaging as the fragrances are designed to make you smile and smell delicious at the same time. While playfulness is important, it is important to be aware that the brand identity should avoid looking childish. It needs to be fun, but in a grown-up way.
TA: young Millenials and Gen-Z generation (20 - 35), women, fragrance enthusiasts, mid-income
Visual Identity:
Goodies is a playful, indulgent fragrance brand targeting eco-conscious "fragheads." The design blends bold typography with soft pastel colors, mimicking dessert aesthetics like "Strawberries & Cream" and "Caramel Lemon Tart." Key visuals include vibrant, food-themed packaging and cheeky stickers emphasizing "guilt-free" indulgence, such as "0 kcal" and "alcohol-free."
Tone & Feel:
The brand is sensual and fun, combining a modern, bold style with sustainability messaging. It appeals to consumers who love unique, Instagram-worthy fragrances that are vegan, calorie-free, and eco-friendly. It carries a slight of kitch-aesthetics, while keeping a clean and professional overall feel.
