Boys grow up but are still boys.

 

To strengthen its position in the growing universe of fragrances for children, AVON invited us to create the bottle for its new launch targeted at boys, with bold automotive language, to be included in the product line that bears the brand of the movie Cars 2, by Disney Pixar.

 

We diagnosed that boys don’t wear perfumes to impress girls yet; rather, they wish to feel closer to their model of masculinity: their father. So, the strategy was to create a trendy package with a visual appeal strongly related to the automotive universe, so that the boy could associate it directly with his father’s perfume. The idea was that the bottle should not resemble a child’s cosmetic in any way.

 

We created the bottle in the format of a car tire, with its characteristic grooves, in glossy varnish. To complement the concept, the bottle’s cap is the wheel’s bolt.