LOOKS by Wolfgang Joop Values Self Expression

by Jessica Deseo on 01/15/2021 | 3 Minute Read

Editorial photograph
Editorial photograph

Wolfgang Joop is one of the best known and most acclaimed designers of our time. His new brand “LOOKS by Wolfgang Joop” attaches great importance to sustainability and a young mindset. The philosophy of the brand is to REDUCE - REUSE - RECYCLE. The brand understands the challenge of meeting the desire for fashionable self-expression in an era of ever-expanding consumption. It values high-quality and mindfully manufactured materials that can be made accessible to everyone.

“LOOKS by Wolfgang Joop” is the answer to an industry undergoing radical change. Instead of bowing to the fast-paced, seasonal rhythm of the fashion industry, “LOOKS by Wolfgang Joop” focuses on creating exclusive, high quality designs and small collections that celebrate individuality and take a stand for the responsible use of resources. The brand encompasses fashion, home interior and fragrances.

Editorial photograph

Editorial photograph

Editorial photograph

The packaging of the fragrances conveys a dynamic urban spirit. A special highlight of the the design are the wrap around printed bottles as well as the reusable slipcase packaging with fabric tag. Following the philosophy REDUCE - REUSE - RECYCLE of his eponymous brand “LOOKS by Wolfgang Joop”, the packaging has no foil finish, cellophane or plastic inlays. Instead, recycled cork is used for the cylindrical caps to give the fragrances a novel, haptic feel. The high-quality slipcase boxes are designed for secondary use. Here brand couture chose to use premium-quality FSC-certificated paper. The designs were created in coorporation with parfumlovers cologne.

As the designer wished his fragrances to have a widespread availability, they are distributed in the lifestyle-segments of all major drugstores and perfumery chains in Germany and Austria. The target groups are men and women (aged 20-39) who are fashion-lovers, have a young mindset and like to be inspired by new fragrances. They are interested in brands which are produced in a sustainable manner and make a point of attractive price performance ratios.

Editorial photograph
Editorial photograph

The task was to create a packaging design for the flacon and the box of the two signature fragrances for men and women, which communicate the values and set the tonality of the brand “LOOKS by Wolfgang Joop”. Due to the variety of brands and fragrances commercially available, it is crucial to attract attention on the shop shelf. The products should make a powerful and at the same time casual-elegant impression just as the brand itself. As there is a women’s and a men’s fragrance, the products must be individual but also work as a pair. Being true to the promise of the brand, the packaging of the fragrances should also be sustainable. In this context no cellophane wrapping or plastic should be used.

Editorial photograph

Editorial photograph

You may also like