Designer Parfums
Hawaiian Tropic
Focus: Brand execution, packaging, POS, retail marketing
Collaboration: Marketing, NPD, external stakeholders
Working closely with the marketing team at Designer Parfums, I contributed to the development and launch of Hawaiian Tropic’s Neon Collection — a bold, summer-focused range designed to stand out in a competitive retail environment.
My role spanned concept development through to execution, including label design, magazine spreads, POS materials, retail posters, and supporting promotional assets. A key focus was ensuring the collection felt cohesive across multiple touchpoints while remaining vibrant, playful, and on-brand.
Right: Successful sales and social media implementation and activation of the Neon Collection and summer gift sets.
As part of the launch, I designed liquid-reactive blotters and competition packs to increase customer interaction and engagement instore. These elements were particularly well received by both retailers and consumers, contributing to a successful launch.
Following this success, I continued working alongside the NPD and marketing teams on the development of summer gift sets, translating the Neon Collection’s visual language into new formats while maintaining consistency across the brand.
