Online Exclusive: Italian Campaign Diffuses a Sense of Vitality
The packaging for Ether conveys the ethereal nature of the products, the advanced techniques used to create them and the online nature of its distribution.
By Lisa Samalonis, Associate Editor

When a client approached Say Design to create the brand identity for a novel cosmetic product line for men and women to be sold exclusively online for the Italian market, the design firm was initially doubtful.

The packaging employs the energy of the brand.

“Italian consumers are famously reluctant to buy online, and prefer researching on the web before buying at the local shop. Moreover, budget constraints meant that our primary vehicle would have to be word of mouth marketing,” says Melanie De Jesus, press officer for Say Designs, in Vicenza, Italy.

The designers knew a unique brand strategy was needed to circumvent this problem and the formulation for the unisex body spray served to be the answer. “We found the solution in the energizing nature of Mist, the first product due to be launched. It is a revitalizing body spray containing a selective set of ingredients, such as viper serum and soybean oil, as well as a particularly light fragrance. Mist is particularly suited to young adults on the go,” she explains.

In addition, the brand identity company liked the idea of a product that could diffuse a sense of vitality into a target market hard-hit by the recent economic crisis. “What better way to spread energy than to reach out and share it?” says De Jesus. “Then we had the idea that a product sample would be included in each retail package to pass on as a gift.”

The product line’s name Ether signifies the light ethereal nature of its products, the advanced techniques used to create them, and the online nature of its distribution. “We started with a logo that would incorporate the positive, energizing nature of Mist, while creating a sense of movement that could be used in online marketing material,” she says.

The packaging is designed to employ the energy of the brand. The vibrant violet plus sign is switched to a turquoise multiplier on the front of the sample bottle. This transformation indicates the viral diffusion of Ether. All artwork and marketing strategy were created by Say Design.

The inner panel of Mist’s outer packaging explains Ether’s philosophy. It is used to invite buyers to share the sample with a friend, and join the “Mob,” Ether’s online community where members can find product news, skin care advice and events. A QR code leads to Ether’s Youtube channel.

A promotional collar accompanies each sample distributed outside of the full-sized box.

The bottles are in PET/PVC from Vexel’s Zoe line, with a plastic overwrap spray pump collar. Printing with water-based inks included serigraphy for the 150ml bottle and tampography for the 20ml. Grafiche Antiga printed the product box and promotional collar on Algro Design high white, soft touch one-side coated SBS board. The promotional collar, which declares (in Italian) “ You have been Misted,” accompanies each sample distributed outside of the full-sized box. A QR code links to the product website, where the product can be purchased. The promotional flyer was printed on Fedrigoni 300g. Sirio Pearl paper.