DESIGN A NEW FRAGRANCE LINE FOR WALMART
A FRAGRANCE COLLECTION MADE FOR AMERICANS
Kate designed the brand Land of the Free as well as its debut fragrance collection.
NEED SOME DETAILS, PLS
Click + for visuals
Task
Click for some fun packaging reviews
Walmart needed a new fragrance line, so the Coty creative and marketing teams paired off to present some ideas that would have potential to attract buyers across the nation.
Kate paired up with Marketing Director Ben Burdine, who had the idea to build a fragrance line called "Land of the Free". Kate built out some designs based on vintage National Park posters and created a contemporary yet strong looking logo. They went out to face a handful of other strong design concepts by the other teams.
After all of these efforts, Walmart ended up choosing Kate and Ben's concept as the newest brand and fragrance line at Walmart. Some time after, Land of the Free was launched and became an instant staple at Walmart. It continues to have rave reviews and is now also sold at other retailers including JCPenny.
Kate DOHENY designed THE IDENTITY AND PACKAGING OF FRAGRANCE LAND OF THE FREE.
Deliverables
Highlights from the launch (2021) below
Images are not owned by Kate.
LAND OF THE FREE EDTS
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Eau de Toilettes (unit carton)
Eau de Toilettes
"Once Ben and I discussed the concept, I knew right away that I wanted to create something minimal. Then, with inspiration of National Park old-school posters, the images of the parks came in. This left room for bold color selection. We wanted to have at least 4 products in this collection, so choosing masculine yet contrasted enough colors was super important.
For the primary bottle, I felt it would be nice to have a direct correlation to the secondary pack. The bottle itself had a shape that felt fresh and at the time not too overdone. The bronze brushed metallized cap really brought in the nature-inspired energy we needed, yet it was simple enough to properly accent the bottle design." - Kate
Kate designed both primary and secondaries of the Land of the Free EDTs.
Images are not owned by Kate.
LAND OF THE FREE DBS
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Deodorizing Body Spray
"Fortunately, it was easy to translate the artwork to the DBS. It was just a matter of proportional placement and ensuring the color would be strong against the DBS's natural silver metal backdrop. The cap matches the bronze of the primary fragrance caps." - Kate
Kate designed the Land of the Free DBS.
Images are not owned by Kate.
LAND OF THE FREE LOGO
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Land of the Free Logo
"First, I came up with the logo, which I felt needed to be strong yet have a little playful character - incorporating some italic in the 'of the'. It feels traditional yet contemporary at once - and bold yet approachable, too" - Kate
Kate designed the logo of the brand Land of the Free.
