Angel Chen
Brief:
Create fragrance campaign concepts for Angel Chen with historical and social contextual research of the brand considering trends, story and innovation.
Key Insights:
73% of Gen Z think wellness should be an essential part of brands strategy, this could impact the importance of fragrance improving mental and physical health.
The Idea:
Outcome:
Aromatherapy inspired fragrances with customisable, sustainable ingredients.
Create fragrance campaign concepts for Angel Chen with historical and social contextual research of the brand considering trends, story and innovation.
Key Insights:
The brand represents bringing the cultural wealth of modern China to the global world.
73% of Gen Z think wellness should be an essential part of brands strategy, this could impact the importance of fragrance improving mental and physical health.
The key limit of fragrance, is that everyone individually has a preference and story they want to represent.
The Idea:
Empower individual consumers through customisable natural wellbeing.
Outcome:
Aromatherapy inspired fragrances with customisable, sustainable ingredients.
Surreal Collage:
Inspired by Angel Chen A/W21 ready-to-wear collection and Angel Chen for Canada Goose S21 .
‘Without regrets or nostalgia it is important to cherish the past, but it is also inspiring to look forward .’
-Franca Sozzani, Italian Vogue.
Citrus Trance:Mood boosting grapefruit and peach in a retrofuturism inspired design, in the Chinese Jin Dynasty peach blossoms were planted in order to cure people.
Departing Blossom:Inspired by the Chinese folk tale ‘The legend of the White Snake’ it connotes immortality, health and the struggle between good and evil.
Angel Chen’s international collections are bold and bright with similar inspiration from 90’s Japanese magazine Fruits and John Galliano circa 2000’s Dior, portraying romanticism contrasting attitude, with the design story always taking reference from China.
Feedback:
“A strong report with lots of highlights. Great context on brand and fragrance, clearly looking for insights and innovation. Strong visual style with good image selection. Well structured report with primary and industry understanding. Concepts are great and you're clearly engaged in being inspired and excited through your curiosity.”
- Jason Forrest
Skills: