Photoshop, Illustrator
Branding, Marketing, Packaging
Group: Tais T., Valeriya M., Megan B., Chev W.
Bonnie Parker and Clyde Barrow, were an infamous criminal duo from 1932 to 1934. They robbed small town banks, restaurants, and gas stations in Texas, Missouri and other American states.
When died in 1934 Louisiana, their fame came from people interpreting the duo’s bank robberies as revenge on the wealthy. This was especially impactful as this occured during the financial hardship of the Great Depression.
Later on, the couple was depicted in a 1967 movie, Bonnie and Clyde, which increased their presence in popular culture. There was also a popular French song written about them around that time as well.
The Bonnie and Clyde Collection uses the historical names of Bonnie and Clyde, to produce a perfume set and its promotional campaign. The campaign’s tagline is “Unleash your Bonnie and Clyde.”
The His and Hers perfume appeals to couples who identify with the romance, extreme loyalty, and rebellion associated with the Bonnie and Clyde story.
The design uses different typefaces for each name to emphasis the partnership, with the “y” in Clyde angling downward like a knife.
The line through each word shapes into an asymmetrical heart, which refers to the couple’s love and distorted morality. A vectorized drawing of a cracked window is also used as a design element. All these visuals link the brand to the couple’s legacy of disruption, crime, danger and drama.
The warm colour palette, with warm black and white neutrals, evokes this sense of danger, but it also brings contrast, and are often used with visual balance.
The packaging includes the brand’s graphic elements, with the bottles being effective by themselves as well as together. The centred logos on the boxes are framed by the colour of its opposite. A partner, represented by the box, holds the “missing piece” the other partner lacks. This reinforces the perfume’s theme of unity through partnership.
In addition, the perfume bottles themselves have logos on opposing sides of the product, which form the full logo when placed together. The consumers would display the bottles to complete the logo, and the display would serve as a constant visual representation of their beloved connection to each other.
The black and red bottles also avoid typical gender binary coding, which means the perfume set can be associated to any couple.
The brand’s marketing would alternate between showing only one of the packages. The name and slogan heavily imply partnership and the existence of a perfume set. With just one package shown, the consumer connects their own sole belonging to a partnership, and would think about the existence of another package, while they think fondly of their own partner. This allows further personal connection to the brand, through the popular culture reference of Bonnie and Clyde.
The point of purchase displays offer a similar message of partnership, as each pair is placed side by side. The branding colours make a noticeable impact on the consumer. The perfume set would be purchased for a partner with their own relationship in mind, but the set could also be gifted for special occasions such as anniversaries, house warming parties, weddings and so on. Especially with promotions like sampling booths, gift cards, and travel bags these ideas increase the brand’s exposure to consumers without a romantic relationship. These touch points create opportunities to engage with people who don’t connect with the themes of Bonnie and Clyde, but at least know someone who would.
The digital material directs the consumer to purchasing the set online, especially during holidays such as Valentine’s Day or wedding seasons.
