In Luis Muñoz Marín International Airport, I came to the duty free bazaar section where you can relax your anxiety by spending money on duty free luxuries and I was met with one shop that was truly able to draw out of me emotional response (other than depression because I was leaving 86º weather en route back to 28º weather). It was the fragrance shop, decked out in sleek white tiled floors, sexy illuminated advertisements, even the lovely Puerto Rican salespeople were wearing sharp chic clothing and well-groomed styles. This is a little more up my alley from the hockey team logo change of pace of January (though it’s hard to switch so abruptly since that brand is still cooking). I’m ready for another product to brand, and I feel like a mature masculine fragrance is a great target to design something dapper and unique to the table. So, inventing away, I’ve fabricated another fictional client that needs a brand to match their product: Satyr, cologne for men.
It’s a huge industry, and without conjuring the image of cheap imitation or stolen goods sold on Canal St. in Manhattan, fragrances bring with them a reputation right off the bat for being sexy. I mean, they’re selling sex appeal after all, and so the packaging and branding has to follow suit. But I absolutely cannot go crazy with this brand. We’re already halfway through the month and I’m just getting enough of a handle on the other client to allow this new client to begin. A simple google search for perfume and cologne brings up endless lines of fragrances. A quick snapshot of some of the brands I found in the airport are enough by themselves to provide inspiration or critique. So I’m going to have to jump into this one fast, leaving behind more of the research; it’s the part of the process that I’ve learned over the past five months is the most time consuming, and although ultimately and theoretically productive, it’s must be cropped down in order to catch back up from the previous weeks tardiness.
Process is process though, so I’ve got to give this client its due. I’m going to push forward though and do the fabrication now, make some hard decisions so at the very least the slow cooker I call my brain can get to work; I get more done waiting for subway trains than you think. So, below are my snapshots from the airport, and one in particular caught my eye as a sharp and unique logo: Azzaro, pour homme. This sexy little brand has been around for quite a while, and it seeks to typify seduction, glamour, and a quintessentially sun-infused couture. But it’s not Azzaro’s logo I was turned on by, it was specifically the Azzaro pour homme that did with its cropped and boxy graphic and intriguing negative space (possibly calling out the founder’s first name, Loris Azzaro). The Optima Bold Wide face that the title is in leaves much to be desired, but pour homme logo’s sparseness and masculinity encouraged me enough, not to buy the brand, but to covet designing one like it.
So the client I’ll be representing is named Satyr. Right off the bat, the definition:
1. Classical Mythology . one of a class of woodland deities, attendant on Bacchus, represented as part human, part horse, and sometimes part goat and noted for riotousness and lasciviousness.
2. a lascivious man; lecher.
I’m a bit of a Greek mythology enthusiast, and so while I was brewing names up for fragrance brand that wished to convey a bit of rebellious salacious fervor, I couldn’t help thinking about Pan and his frolicking debauchery. Pan of course created satyrs in his likeness, with horns and half the body of a goat or horse. There are many kinds of fragrance brands out there, but Satyr chooses to focus on a scent that invokes indulgence, revelry, cheer and seduction. They’re a new company open to ideas, but wish for their first line of fragrance to be a hit amongst the virile scandalous men of world. They’re targeting men who finish work, loosen their tie, and with a dash of Satyr, turn into something of a woodland mischievous beast before hitting the town.
That’s just about it. Satyr is very much about sex and intrigue as is the nature of the fragrance industry. They’re distinguished from other brands by being very natural and “right.” The scent brings notes of sweet apple, forest floor, rain, fur, and black currant. They’re new and yet unknown, but wish to stand by notable leaders in the industry. Because of their focus on natural notes and given the background of their goals and how the name typifies their brand, they’re drawn towards colors and styles that match that, while still presenting a chic new look and feel.
Satyr gives these 5 words that they hope the end product will embody:
I’m taking off with this immediately, and hope to bring brand mark that captures such a luxurious product. In the end, I’m also hoping to deliver package design for Satyr as well as an advertisement or two to help understand the company as a whole, and not just a logo. I’m really looking forward to doing something a bit higher class as was an original intent with Monthly Brand, so I might have to indulge a bit myself and take a trip down to Sephora to get the juices flowing, hoping to come back feeling like an animal and tear this project up.