Beauty & Health Packaging, Dieline Award Winners 2010-2022, Dieline Awards 2021

Marc Jacobs' PERFECT Is Nothing You Would Expect And Everything It Needs To Be

by Jessica Deseo on 01/15/2021 | 2 Minute Read

In close partnership with Marc Jacobs and Coty, Aruliden was tasked to create a design as unique as the generation it represents. Over two years, Aruliden collaborated closely with Marc Jacobs to bring his vision to life––creating a vision for a bottle of perfume that was inherently rooted in something that felt classic, felt real, and most importantly, felt relatable. Our work resulted in the form of the PERFECT fragrance bottle and accompanying retail and overall experience of the presentation of the product.

The initial brief was to create a bottle inspired by Marc Jacobs’ mantra: “I am perfect as I am,” which is symbolized by a tattoo of the word “perfect” on his wrist. Like his tattoo, Perfect by Marc Jacobs was born with the intention of embracing and expressing optimism, positivity, and self-expression.

The Perfect Marc Jacobs bottle is crafted with a blend of elegant and unexpected elements. The assemblage of familiar charms (bow, star balloon, cat, domino, banana, shoe, cherry, heart locket, and Marc Jacobs die) all act as iconography and direct references to the brand while simultaneously injecting a touch of Marc Jacobs’ irreverent style into the design. Situated at the top of the bottle, the crystal-cut cap is crowned with an eclectic and multicolored collection of hand-assembled mismatched charms. The weighted glass base is inspired by the grace and style of a classic parfum, with domed shoulders and a gilded collar, resulting in an iconic silhouette that houses one of the most enduring modern fragrances to date.

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As for fragrance, Perfect Marc Jacobs Eau de Parfum for her is a comforting scent that celebrates optimism, self-love, and originality. Perfect is nothing you would expect and everything it needs to be. As a result of our design, Marc Jacobs’ PERFECT ended the year with high success, ranking as the number one fragrance launch in 2020 in the US, the UK, Canada, and Australia––simultaneously gearing up to be the largest Coty US launch in 15

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years.

Jessica Deseo

Jessica Deseo is a native southern Californian and Mexican-American designer. She has worked as a professional hands-on designer for a wide array of notable brands since 2005. In 2014, she took a step back from the day-to-day pixel-pushing and became a partner at Dieline, where her ultimate goal was to support the advancement of the packaging design community. In 2016, Jessica became a faculty member at ArtCenter College of Design, where her students' work has received a variety of recognition and awards in the packaging world. In 2019, along with her business partner at Dieline and other notable industry experts in the design community, they acquired PRINT Magazine, a longstanding staple of the graphic design community. Now, in her additional new role as a Partner and Co-Chief Creative Director at PRINT, she wears many hats and wants to grow the graphic design community with culturally relevant features while celebrating up-and-coming designers. Aside from her day-to-day, she enjoys her role at the New Museum Inc, where she serves as a mentor and has found a passion for helping young designers. In her personal time, she enjoys going to museums and the beach with her husband and daughter. In her limited personal time, she enjoys reading books by female BIPOC writers and attempting (attempting being the keyword) to learn how to cook traditional Mexican dishes.

Marc Jacobs' PERFECT Is Nothing You Would Expect And Everything It Needs To Be

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