Pack Range Extension.
The brief was to extend the successful Playboy and Playgirl deodorant ranges into a more prestigious range of VIP products.
The concept was an invitation to a VIP party in the shopper’s favourite global party destination. Consumers would identify with the variant that best suited their personality.

Challenge:
To allow the two ranges to take on a more mature look whilst retaining commonality with the brand identity.

Solution:
Creating a more “bling” look for the two ranges through the use of metallic and high-gloss elements, plus graphical representations of the party destinations.
Invoking the glitz and glamour of global fashion capitals on the Playgirl range through the use of a classy watermark device.