Brand Essence Model

Today, we progressed with our fragrance project by drawing up an initial brand essence model. 

Design Equation:

Simple, honest looking
Courier font (typewriter looking)

Values:

Careless (casual, simple) lifestyle
Honesty
Simple
Dedication to customer satisfaction - theory of repeat customers

Personality:

Cultured, informed, creative, urban
Informed and opinionated but not pushy

Brand Truth:

A brand that speaks to an intelligent, modern consumer.

Embodies British street culture, standing to represent and speak the language of our niche male market.

At Bluff's core are the talented young creatives, the artists, the musicians and the skaters that we proudly represent.

We revolve ourselves around urban arts and graphics, electronic music, and the hosting of Bluff. events that epitomise all of this.

Attributes/benefits:

Intelligent, cultured, empowered by the brand, unique

Brand Promise:

A unique and intelligent brand that promises to remain culturally aware and deliver an accessible fragrance for urban people.

Tom Ford

Tom Ford was born in Austin, Texas and then spent most of his childhood in Santa FE, New Mexico.

He then moved to New York and studied art history at New York university and then onto Parsons school of design to study architecture. 

Brief timeline of Tom Ford's career:

1990 - Became Gucci's womanswear designer in Milan

1992 - Promoted to Gucci's design director

1994 - Appointed as their creative director - responsible for the design of all product lines. This includes perfume, clothing, ad campaigns, store designs and the group's corporate image

2000 - Became the creative director of YSL - defined overall image & positioning of the YSL brand (product categories & communication activities)

April 2004 - Resigned from the Gucci group following a buyout

April 2005 - Creation of the Tom Ford brand. Partnership with Marcolin group to produce and distribute optical frames & sunglasses. Also alliance with Estée Lauder to create Tom Ford beauty brand. Both brands now rank in the top 3 at speciality stores worldwide. 

April 2007 - First flagship store opened: 845 Madison Avenue, New York; Tom Ford menswear and accessory collections also launched

September 2010 - Presented womanswear collection on some of his style icons including Beyoncé

There are currently 98 freestanding Tom Ford stores.

He has one many many awards including:
4 Vogue fashion awards (1195, 1996, 1999, 2002)
Style Icon award at ELLE style awards (1999)
4 awards from the CFDA - Council of fashion designers of America (1995, 2001, 2002, 2004, 2005)
GQ designer of the year (2001)

He currently lives and works in Los Angeles.

Creating our fragrance

On the 17th April following a lecture and seminar with Karen Gilbert we created our fragrance in our groups. We had to test different smells and mix together a combination of heart notes, accessories, heart notes and harmonisers. 

It was difficult at first to select the right combination as we wanted our fragrance to smell masculine yet fresh, and this proved hard as Karen initially said it smelt too feminine. We then replaced one of the floral smells for a woody smell.

Our final fragrance combination:

Heart

Muguet (green floral) - 40 drops

Naturelle Homme (fresh mens) - 40 drops

Woody (dry wood cedar) - 40 drops

Accessory

Green (green grassy) - 20 drops

Tobacco (aromatic) - 20 drops

Fixative

Mossy (green earthy)

Harmoniser

Bergamot (citrus)

Karen Gilbert

On the 16th April we had a guest lecturer called Karen Gilbert. She gave an informative lecture on creating and marketing a fragrance brand. Through this she explained and outlined what a fragrance is, where fragrance has come from and ideal customers. 

Karen originally trained as a make-up artist but then went on to the London college of fashion to study cosmetic science. She then did a placement at one of the major fragrance manufacturers - IFF for two weeks which is where she the training of her nose began and she truly discovered her career path. 

She then worked with M&S, Boots and super drug working on own label toiletries ranges. She then ran sessions which taught how to categorise fragrances and the raw materials used.

Her path then changed slightly, moving towards the natural skincare and essential oils side working in product development for Neal's Yard which provided an excellent learning opportunity. Karen then became the companies company trainer running workshops for both staff and members of the public.

Her teaching career progressed running natural beauty workshops for Neal's Yard remedies, trill farm and the make lounge. In August 2011 her first book, 'A green guide to natural beauty' was published after being approached by Cico books to write it. She has now written another book 'Perfume - The art & craft of fragrance', launched an online perfumery course and teaches many classes about practical perfumery. 

Karen Gilbert on twitter

Her website

Bill Skinner Jewellery

I first discovered Bill Skinner jewellery on the V & A website somewhere I often look for presents due to the originality of most of the pieces. Bill Skinner's jewellery is fairly reasonably priced especially considering the unique aspect to all of his designs.

Bill Skinner studied at Sir John Cass college of art and after graduation he began freelancing for companies in London such as Asprey, Garrads and Van Cleef and Arpels. Then in the 1980s he began working with Vivienne Westwood and Butler and Wilson this is when he became truly known in the world of fashion jewellery. His work then progressed into a thriving business that it still is today making a wide range of jewellery which even included some which was royally commissioned. 

Then in January 2012 he launched his first 'Bill Skinner' range. Each piece was hand carved by him and his UK studio team. He has received much critical claim which has enabled him to continuously created successful pieces. 

Pictured below is a ring I received as an 18th birthday present from my godparents. The bee on honey is also available in a bracelet. 

His website

Term Three

I have not posted on here for a while now as I have been away for university for the easter break. However this week I am back at uni continuing with our fragrance project which is part of module two - creative networks. Below are some images from my easter holiday.

The lacrosse girls in Loret de Mar (sorry Stace)

Mother's day meal at Pitcher and Piano

BLEW MY OVERDRAFT….Please someone give me will power 

(From Top left to bottom left: Topshop shoes, Topshop crochet t-shirt, Nike Roshe trainers, Topshop waterproof jacket, Topshop kimono, Topshop Joni jeans)