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Objective

Envisioning and creating the packaging and advertising strategy for a new celebrity fragrance for Kanye West. Project for my BA Fashion Marketing and Promotion at the University of Westminster.

Core Insight

Recent trend research has shown growing interest in spiritual topics, with a particular resurgence of Christian concepts. Kanye West has spearheaded this movement.

Strategy

In a virtual collaboration of Kanye West with James Turell, the theme of light in spirituality is explored, wich is a common ground for the two artists.

 

The packaging evokes notions of space, purity and transcendence, with the name "Redemption" deliberately derived from Christian terminology.

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