Objective

Envisioning and creating the packaging and advertising strategy for a new celebrity fragrance for Kanye West. Project for my BA Fashion Marketing and Promotion at the University of Westminster.

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Core Insight

Recent trend research has shown growing interest in spiritual topics, with a particular resurgence of Christian concepts. Kanye West has spearheaded this movement.

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Strategy

In a virtual collaboration of Kanye West with James Turell, the theme of light in spirituality is explored, wich is a common ground for the two artists.

 

The packaging evokes notions of space, purity and transcendence, with the name "Redemption" deliberately derived from Christian terminology.