Background

New concept and rebranding for Dior’s iconic perfume Poison released in 1985, including new packaging, new perfume bottle and visual identity. Dior has historically been a very innovative and bold fashion house and when Poison was launched in 1985, it was a considered a very bold fragrance. It’s scent was so intense that some restaurants in New York went so far that they denied entrance to customers that were using too much of the fragrance. With this in mind, I aimed to rebrand the product so the visual identity felt more bold and contemporary.

Identity + Packaging

The products narrative is based on the story of Adam and Eve, as I considered the consummation of the forbidden fruit as the ultimate bold move. I chose to use the aesthetics of rave culture as the main pillar for the identity, as it's a visual language that looks “poisonous”, but also because it is a very bold and “forbidden” culture in it’s very nature. To make the perfume even more extreme, I chose to incorporate an annual rave, exclusively for the buyer’s of the perfume. Every package of Poison comes with a ticket to the rave, with some of the worlds biggest techno musicians, hosted by Dior.

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3D RENDER of perfume bottle.

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EVENT TICKETS for the annual rave.

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