Novellista
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Project Overview
Perfumes Inspired by Novels
Novellista is redefining the fragrance industry by channeling the power of literature into every bottle. Each of the 11 perfumes are crafted by renowned perfumers from Grasse and Paris, encapsulating the essence of the world’s most cherished novels.
Despite its presence in 24 European markets and being the flagship brand of beauty house Givet, Novellista needed a fresh, modern perspective.
The literary inspiration was a standout feature, but there was a risk of it feeling too introverted, intellectual/distant and old-fashioned.
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Model
B2C
Category
Beauty and Personal Care
Type
Brand strategy / Brand identity / Creative launch idea
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The Challenge
Making Books Sexy Again
Our challenge was to maintain the rich storytelling and highlight Novellista’s unique selling proposition while crafting a contemporary brand identity.
We wanted to elevate Novellista from selective to enter-niche segment, create an aspirational brand that resonates with younger consumers willing to invest in a medium-high price perfume.
The complexity of explaining the USP, the literary inspiration, and the expertise of the perfumers required a strategy of clarity and freshness.
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Opportunity
Target Defined, Storytelling Refined
Through research, we identified a sophisticated and individualistic target audience that values quiet luxury and shies away from the mainstream. These consumers view their individuality as their personal brand and find culture exciting, not boring.
With these insights, we developed a new vintage and poetic look and feel for Novellista, grounding the brand proposal on the transformative power of perfumes and how they interact differently with each skin, just as novels make us feel in ways that are unique to each of us.
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Solution
Write Your Own Story
Novellista invites you to escape into your dreams and craft the narrative of your essence, much like the pages of an extraordinary novel.
From this proposal, the creative concept “Write Your Own Story” emerged, serving as the cornerstone for all aspects of the campaign’s development and execution, resonating strongly with the brand’s message and audience.
A New Visual Approach Based on Strategic Insights
We reimagined Novellista with a human touch, incorporating visual elements that add clarity and narrative depth.
Typography Revamp
We updated the typography to reflect Novellista’s literary roots, introducing a new main font and a complementary secondary typeface, perfectly aligning with the brand’s narrative concept.
Redefined Photography Style
Novellista’s photographic style now resonates with its target audience: individuals with style and attitude, reflecting unique personalities while avoiding stereotypes.
Editorial-Inspired Layout
We designed a simple, structured and modular layout system inspired by novel covers, highlighting both imagery and the brand.
