CLIENT - LISA MINNELI, LORNAL LUFT, JOEY LUFT, VICE SPINNATO
SECTOR - BEAUTY / FRAGRANCE
YEAR - 2022
MY ROLE - BOTTLE DESIGN, BRANDING, PACKAGING, 3D PRODUCT VISUALIZATION, ADVERTISING
The Brief
Overview
Lisa Minnelli, Lorna Luft, Joey Luft, Judy Garland’s children, and chemist Vince Spinnato collaborated to create a unisex fragrance in honor of Judy Garland. The family entrusted me with designing a unique bottle and packaging for the Judy Garland Fragrance, as well as a special edition for her 100th birthday celebration at the Gala.
Design Development
The bottle design was inspired by Judy Garland's movements and expressions in the iconic performances of “Get Happy” and “Mr. Monotony.” The black color is reminiscent of her hat and clothing, while the red draws inspiration from the iconic ruby slippers in "The Wizard Of Oz." The bottle was manufactured in Milan, Italy, where I meticulously oversaw the development process to ensure the vision was faithfully realized. Lorna Luft expressed, “We want a bottle that looks as unique as our mom was.”
Travel & Sample Sizes
Another task was to create samples and travel sizes for Judy Fragrance. I paid close attention when designing to all the details to ensure the products and brand were aligned and appealing to Judy Garland’s fans.
Advertising
As part of the process, I was asked to designed advertisements for prestigious magazines such as Vogue, Allure, People, QVC and Vanity Fair. Additionally, I created an advertisement for Luxury Magazine, which had nationwide distribution and included an A-B-C scent card, allowing the public to vote online for their favorite fragrance to be chosen for production.
The Box
I designed a box that recreates the experience of stepping into a world of technicolor, just like Dorothy did in The Wizard of Oz. My idea was to use angled glass around the bottle inside the box so that when it’s opened, the reflections from the room would create a vibrant, new color world around it. I chose black and white for the box to represent the movie’s black-and-white scenes, with the vibrant colors revealed after opening. The red bottle inside is inspired by the ruby red slippers, adding a magical touch to the reflections.
I also suggested including a personal letter from Judy Garland’s family, sending a message to the fans, and they loved the idea. This design captures the famous scene where Dorothy walks out her front door into Oz and sees the world in Technicolor for the first time.
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E-commerce
Aside from teaming up with Macy’s, we launched the Judy Fragrance online store on Shopify, making it easy for fans around the world to get their hands on the products.
