Estée Lauder
The Challenge
The scents of beautiful people
The Estée Lauder brand group is one of the most celebrated beauty brands in the world—second only to L’Oréal. While a lauded brand group, much of their product branding is conventional, understated and in some instances, generically brand-dressed. They asked GIRVIN’s team for more detailed and emotionally-empowered brand treatments to packaging, logos and integrated expressions.
The Solution
Emotional perfume branding
GIRVIN has acted as a brand and design consultant to the Lauder Group of Companies, supporting everything from brand development and packaging design, to breast cancer campaigns and employee fund drives for wellness and EL team fitness merchandise. GIRVIN’s approach to perfume and beauty branding drives towards emotional interpretation of branded identity, brand storytelling—and, in this instance, the structure of the sequence in the notes of the perfume itself. Elegant, lean, tall and gracefully sinuous—and flowing like the Italian fumes of the scent, and the sillage of its expression in a walk-by ambience.
Strategy
Identity
Packaging
Type Design
“
It has to be authentic to Estée: clean, simple, elegant, restrained and maintain our luxurious index. With the containers by Dinand, and your new logos, we are there.”