Project Description:

This was a personal project to develop a fragrance for Brunello Cucinelli as an introduction to the Perfume & Beauty Market.

Innocuo

A luxury fragrance developed for Brunello Cucinelli as a means to introduce them to the Perfume & Beauty Market. This product will be a related-diversification to their product lines, adapting to their existing client while also expanding their target market. 5 billboard advertisements will be in NYC, along with an Instagram impression advertisement, which will promote consumer interaction with the brand as it reaches over 4 million impressions on screen.

The Bottle

Developed by Glass-Blowing Artisans, each bottle is uniquely different in its own shape. Made from clear glass, it is also 100% recyclable and reusable, following suit with Brunello Cucinelli’s Humanistic Capitalism movement; “Harmonious equals Sustainable.” The leather wrap is also locally sourced and laser-cut, cutting waste and improving quality. The bottle can also be refilled at a reduced cost, preventing waste.

The Fragrance

Inspired by the sites, scents, and beauty of the countryside of Italy, Innocuo is a physical representation of Solomeo; The Home of Brunello Cucinelli.

Guided by Brunello Cucinelli’s sense of warmth and comfort, the fragrance is designed to represent the brand and Italy. The countryside of Solomeo inspires the top-notes of Lemon and Bergamot, that smoothly transitions to a creamy Cashmeran, and finally finishes with a Cedar Tobacco bass note, which brings back memories of time passed.

From start to finish, Innocuo represents the best of Solomeo Italy and the beauty of the products and design of Brunello Cucinelli; Timeless, Effortless, Elegant, Versatile, and Comfortable.

Responsiblities: Creative Direction, Creative Vision, Project Management, Creative Strategy, Product Design, Graphic Design, Producer, Market Strategy, Trend Analysis & Forecasting, Team Management, Brand Consistency & Standards, Art Direction