No, it’s not for the city of Brooklyn, New York. This package design contest is for Bond No. 9’s newest product – a unisex cologne called Brooklyn. The company already has a cool looking graffiti bottle for Brooklyn, but to let consumers take control, the company is asking consumers to come up with their own package designs for Brooklyn. The only rule is the package design must be reminiscent of some aspect of Brooklyn or Brooklyn overall. How would you evoke the essence of Brooklyn through a cologne bottle design?
I met my husband when he was living in Brooklyn, so I have great memories of the time I spent there. I can’t wait to see some of the designs that people come up with for Brooklyn perfume.
From a branding perspective, I love package design contests and events. It’s such a great way to drive an emotional connection between consumers and a brand. Events like package design contests allow consumers to “touch” a brand, get more involved with it on a new level, talk about it and experience it in a new way. These types of events always work well for established brands (think of the Coke can redesign events surrounding the Olympics in 2008), but it’s not very often that a smaller brand achieves success with them. I think Brooklyn is getting a buzz going about this new contest because the subject is tangible and has so many interpretations.
Do you think anyone will come up with a Horshack design (my hat tip to Welcome Back Kotter)?
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015