ck ONE Imprint
The Brief: The Future of Fragrance
How can a bottle adapt to a digital world and connect others?
Over 10 weeks, SCADPro partnered with COTY and Calvin Klein to revolutionize the world of fragrance. How could we take a well-known scent that's been around for decades, and market it to Gen-Z and promote connection with each other in a world that is so digital? Updated packaging was created as well as a 360 degree marketing strategy in order to advertise the product.
In my role as a graphic designer on the team, I was responsible for the process book, packaging design, marketing strategy, and creation of advertisements.
Through research, we learned that Gen Z is receptive to innovation, they rely on connectivity, are passionate about self-expression, and create new norms. A huge form of self-expression among Gen Z is tattoos, which also are a form of connectivity as tattoos create conversation. CK one Imprint is a way to visualize the invisible; giving scent a physical presence through temporary tattoos.
The bottle design would reflect the classic design of CK One, but now include an extra attachment on the top that would allow fragrance lovers to roll on a scented tattoo. The roller attachment has a fixed circle with a line through it, but includes other interchangeable pieces that are a part of the tattoo language system of CK One Imprint.
In the tattoo language, the dots represent global community, the circle represents individuality, and the lines represent connectivity. With each customized tattoo containing these elements, it allows the tattoo to be scanned, acting as a key to unlock filters and experiences in the MetaVerse.
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While maintaining the distinctive packaging style of Calvin Klein, we made a few minor changes to our packaging while keeping sustainability in mind. We integrated our technology into the bottle's design as a slim aluminum cap that sits atop the bottle's neck. In the meantime, we changed the secondary packaging so that it was composed of recycled paper or cardboard rather than raw materials, which gave it a grey undertone. The outside box contains debossed designs of the tattoos that CK One Imprint can apply to the user.
The Campaign
The launch of CK One Imprint would begin with a PR event experience where visitors can go to a fragrance bar to customize and test their own scents, explore the product usage of CK One Imprint by applying their scented temporary tattoos and the immersive experience of scanning their tattoos to unlock the CK MetaVerse. There will also be a photobooth for content creation as well as a dance floor for socialization.
The brand film represents the feeling evoked from using CK One Imprint. Gen Z loves social scenarios with one another, and Calvin Klein is a sensual brand, resulting in fragrance lovers connecting with their shared CK One Imprint tattoos.
Social media posts and videos will be used as a part of the marketing strategy to build hype around the launch. The key for pre-launch social media is to not show the full product to generate buzz and curiosity.
Out of Home Advertising
In Store and Online Experience
MetaVerse and Web3
Instagram filter that can be unlocked
Portal Experience
This project was made in collaboration with SCADPro, the Savannah College of Art and Design's innovation studio, and COTY, an American-French multinational beauty company.
​The Team:
Jimmy Rojas- Industrial Designer
Phillip Holtgen- Industrial Designer
Dylan Cummings- Industrial Designer
Dong Liu- Industrial Designer
Walter Peche- Sound Designer
Hannah Drabin- Luxury and Brand Management
Sarah Byers- Luxury and Brand Management
Junwen Wu- Luxury and Brand Management
Tanushree Mishra- Luxury and Brand Management
Allie Crist- Social Strategy and Management
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Annalyse Botte- Graphic Designer
Caitlin Scheib- Graphic Designer
Rishika Sablawat- Graphic Designer
Janus Chen- Graphic Designer
Abhidnya Ramdasi- Advertising, Art Direction
Abby Bangura- Advertising and Branding
Tarinee Rajaraman- Advertising and Branding
Samantha He- Business of Beauty and Fragrance
Elianna F. Medina- Business of Beauty and Fragrance
Yeojin Ahn- Business of Beauty and Fragrance
Film Crew:
Director- Dawson Cifarelli
Producer- Tarinee Rajaraman
Executive Producer- Allie Crist
DP/Color- Fenn David
1st AC- Yuuki Shimizu
2nd AC- Kat Fortey
Gaffer- Aiden Oleskie
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Photographer- Mitch Ritter
Makeup Stylist- Annalyse Botte, Samantha He
Wardrobe/Hair- Yeojin Ahn
Sound- Walter Peche
Craft/Budget- Sarah Byers
Production Designer- Soso Leung-Wolf