We partnered with music legend Lionel Richie to create his first masterbrand fragrance. The project was a full 360 branding identity inclusive of ad campaign, packaging and content creation.
- Brand Identity
- Art Direction
- CONTENT CREATION
Working closely with Lionel, we designed a masterbrand fragrance reflective of this warm-hearted icon. Our vision came to life after spending time with him and visiting his home and learning about his travels and various design inspiration. There we found beautiful gold and gem tones throughout the space paired with contrasting neutrals. Textures abound, we were also inspired by the cross-hatch patterns that live amidst many of his furnishings.
To reflect the theme, we created a unique gold cross hatch casing that envelops black glass for the men’s fragrance and white glass for the women’s. The soft square shape of the glass is a nod to the rich Italian architecture that resides both inside and outside. The top of the caps have his iconic logo debossed for a subtle and sophisticated accent. Appropriately named, “HELLO”, one of Lionel Richie’s iconic songs, Lionel’s entry into the category reflects his warm and inviting demeanor.
“INSPIRED BY MY PASSION FOR MUSIC AND LOVE OF LOVE. ”
The secondaries carry through the black, white and gold theme and are paired with a delicate, yet visually strong custom embossing pattern created by his initials “LR” that are reminiscent of the caging detail on the primary packaging.
The vision for the campaign came to life by bringing in the various backdrops inside and outside of Lionel’s home. We wanted the campaign to portray all the things that Lionel loves including his beloved piano and the lush garden’s in his home. The intent was to capture images that are warm, inviting, real, happy, approachable and relatable.