Background The deo market saw the entry of a disruptive brand, using liquid instead of aerosol gas to deliver the perfume. Along with aggressive pricing, it sold on an 'honest value' platform, portraying liquid as the real thing. This has caused a slew of competitors to react, including Wild Stone.
Brand Thinking Since the pack sits in the general deo category, unlike its higher priced perfume variant, it carries the Wild Stone overall design. The additional task is to convey the all-liquid spray in a clear way.
Design The Wild Stone asset, the 'clawmark', is turned into a liquid spray in a literal manner. Along with the black background, it creates the highly recognisable imprint of a prototypical Wild Stone deo, but with a clear difference. The waterburst reinforces the original visual asset and provides a new image that can be exploited by point-of-sale and advertising.