Overview
Hawaiian Tropic has been a long-standing summer staple for over 50 years, with their core fragrance body mist collection being a classic go-to for many across the globe.

Challenge
With such an iconic core range, Designer Parfums wanted to create a new line of summer fragrances; introducing new scents, colours and ideas to a growing modern audience, while maintaining the essence of Hawaiian Tropic for new and existing customers.

Goal
The goal was to balance the ‘new look and feel’ of the collection, while ensuring it remained recognisably Hawaiian Tropic. Working closely with the design lead and new product development and marketing team, we took Hawaiian Tropic’s New Neon Collection from ideation, to development, through to launch.

I was responsible for developing label designs, POS/retail materials, magazine spreads, presentation slides and supporting collateral and artworking. To further interact with customers, I pitched the idea, designed and sourced liquid-reactive fragrance blotters, and worked on competition packs for in-store engagement.

Results
The Neon Collection launch was a success and well-received across all touchpoints. The new range bought a new lease of life to Hawaiian Tropic, engaging new customers, while maintaining the well-known vibrant, colourful, playful identity that resonated with existing customers.

Retail stores enjoyed participating in the competition packs, with many sharing their POS displays with the marketing team. We received positive feedback about interactions with the blotters, and social media activations with influencers further helped to promote the launch.