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United campaign
(2010 / Benetton)
The bottle graphics, packaging and advertising for the Benetton United perfumes were developed entirely within the Fabrica design studio. The overarching branding concept was developed from the packaging – the act of spraying as a form of asserting identity and the individual making a statement.
Contracted for concept and execution of the print campaign, my concept was to deface the advertisement through sprayed grafitti, destroying the communication whilst simultaneously expressing exactly what the perfume represents. In development, the execution was refined (diluted) to a more sophisticated style in order to appear more at home among the premium perfume market.
Creative director: Sam Baron. Packaging and branding: Catarina Carreiras. Photographer: James Mollison.
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Original concept / final execution
