A visual concept for car air-fresheners DelissSince 2007 the Upeco company has been actively developing the Deliss brand, under which they have released a wide variety of aromatic devices. In autumn of 2010 the product portfolio was supplemented by a product line of air fresheners for cars. The Russian market of air-fresheners for cars is still in development and currently is largely comprised of either rudimentary, non-branded "fir-tree" designs, or well-known European and Japanese brands belonging to a high-price point. The Deliss brand intends to penetrate the attractive and hitherto untapped mid-price segment of the market.TASKKIAN was tasked with the development of a visual concept and design of the packaging line for car air-fresheners within the overall conceptual framework of the Deliss brand. SOLUTIONA pre-project analysis determined the primary aspects that the forthcoming design of the brands visual identity should emphasize, namely the need to attract the attention of consumers and display the competitive advantages of the product.Firstly it was necessary to clearly identify that the brand belongs within the category of automobile products, since it was found that the majority of competing products had a rather diffuse, difficult to read image. In order to achieve this aim, an appropriate color scheme was devised and used in conjunction with dynamic photo-images of a luxury car, an image that became one of the fundamental elements for the packaging design.A primary advantage of the Deliss brand is the exclusive collection of scents that were developed by leading French perfume houses. Thus, the decision was taken to supplement the visual concept of the brand with elegant and attractive depictions of the main notes of the scent, thereby allowing the consumer to form a clear idea of the aroma. This element also solves the problem of communicating with the consumer, as a major barrier when making a purchase of this kind is the inability to determine the nature of the scent just by looking at the packaging.Back label has been designed in such a way as to outline the ways in which the device is used and to answer all possible consumer questions, whilst at the same time demonstrating the core advantages of the Deliss brand. Video is provided by Upeco Company
