background

Intense is a no gas deo range from Wild Stone, their latest entrant for this hyper-competitive category. We were approached to design a pack for the new range.

strategy

Indian consumers have come to perceive no gas deos as containinging more perfume and no “gas” than their aerosol based counterparts, hence delivering a more “intense” experience. We needed a pack that could clearly differentiate Intense from Wild Stone’s other ranges but still be a part of the family.

The design is minimal in scale to create a tiny intense area that reverberates across the larger space, mirroring the thought behind the intensity of the perfume.

design

A supernova pierces the deep, dark space of the pack, bringing out the ‘intensity’ to the fore in the centre of the pack.

The signature torn label and the scratch mark are a nod to Intense’s relationship with the Wild Stone family.

The torn label takes on a new avatar—it’s now black and intense, at home in its new world. A new label architecture was crafted to differentiate the non-gas ranges from the regular variants; a second, breakaway piece of the torn label now informs the user about the new variant and reminds them of the fact that it’s not the usual stuff, but the new Intense fragrance, a notch above the rest.

impact

The design resulted in a stylish pack that keeps the idea of concentrated intensity alive and strengthens their position in the non-gas deo market.