Sifting through a bit of the industry, fragrance brand marketing is undoubtedly rooted in sex and appeal. Any way you take it, sexy can be sporty, classy, messy, wild or whatever, and there’s a scent to match any man’s method. Here’s a rather large rundown of visuals I found scouring the internet. Since it’s such a commodity, it’s not hard to find any visuals for the inspired whims of chic Italian designers or posh French aficionados. So here is some research that is getting the juices flowing for this month’s brand, Satyr. Remember that Satyr is a men’s fragrance, and they’re looking to bring to the market something untamed and devious.
Who would use it?
A nice little exercise to find the spirit of a brand is to brainstorm who would use the product. This, of course, translates to who the market is, but without generalization, the exercise seeks to drawn on inspiration of classics in order to carve a niche patron. It’s also a decent idea to distinguish who is not the audience that is intended, and start designing visuals around those aesthetic to avoid miscommunication.
Satyr would be used less by James Bond and more by Danny Ocean. Less by Bruce Wayne and more by Tony Stark. Romeo would wear it, Jack Donaghy would detest it, and Ferris Bueller invented it. Johnny Depp is a complex celebrity, but I could see it in his arsenal. Satyr is for the bad boy with means, loves to leave the world behind and go see what the world is made of, isn’t too prim, isn’t too messy, is just fine leaving his shirt undone at a warm picnic, often drinks too much, often plays too much, but seems to be undeniable to the opposite sex.
Design for the fragrance is coming along slowly however, as expected with the other logo getting pushed out. Catching up has been a struggle, but juggling projects like this is par for the course at a professional agency. Question isn’t whether spending free time is worth doing even more design work than my day job and real clients, the real question is whether or not the brands and the visuals are suffering because of it. They’re imaginary, yes, but every brand I design is 98% an identity of the company, and 2% an identity of myself.