King&Queen : Fragrance Collection

Client: Alkaloid

Year: 2001

Scope: Brand Strategy, Brand Identity, Logo, Naming, Packaging

Challenge

Develop and promote a new fragrance brand for the Alkaloid’s regionally renowned cosmetics unit. The challenge was to bring to life a brand that creates long-term relationships and deep emotional bonds with a broader target, recruiting, in particular, younger customers. The line of products included an eau de toilette, a perfume and deodorants for men and women.

Approach

We based the brand identity and the communication strategy on the concept of contrast and passion involved in the game of chess. The one-on-one principle, as in male-vs-female and king-vs-queen, led us to use black and white for duality with a minimalistic approach and a square as the main visual element. We created a visual identity that signals “passion” and then rolled it out across all communications. In addition we gave the customers renowned beauty models to identify with and conducted powerful PR campaign to communicate them. This, combined with an evocative and powerful communications, was the key to setting the line of new Macedonian products in the center of the public attention.

Results

Alkaloid successfully launched its new beauty brand in 2001. The company’s cosmetics unit immediately started reaching many more target groups than before. The response of customers to the new domestic product was more than positive. Alkaloid was once again a pioneer.