The essence of sensuality
Ipuro is a brand of Gries Deko Company GmbH, which generates annual sales of around 400 million euros in the D-A-CH countries with more than 7,700 employees. The Ipuro brand has been in existence since 2004 and is the European market leader in the field of decorative room fragrances. On the occasion of the 15th anniversary of the brand, we have relaunched the brand appearance.
The exclusive line with high-quality glass cutting
Point of Sale furniture-system
Task & solution
With its different lines and many product variants, the Ipuro range is difficult for consumers to understand. It was therefore our task to simplify the brand and assortment structure. At the same time, the brand image had become outdated and was to be transformed into an emotional, timeless design with a premium look. The aim was to live up to the brand’s claim and at the same time reach new and younger target groups.
In order to simplify the brand and assortment structure, we developed an umbrella brand strategy with a structure that was easy to understand from a customer perspective – a large number of different product lines were reduced to the two assortment areas of “Classic” and “Exclusive”. The new minimalist design is based on the basic geometric principle of a room structure. This principle is the common thread running through the entire brand identity. We have defined black and white shades with pastel accent colours as a new colour world.
The packaging design focuses on the specific fragrance with the help of an unusual visual concept: X-rays of the ingredients of the fragrances capture the essences artistically and in a puristic way. The result is a unique and absolutely possessable visual language for the brand. The outer packaging of the products designed by us is also based on the basic geometric principle. In the future, the outer packaging we design will be based on one packaging per product size and type and will also be based on the basic geometric principle. When the folding boxes are opened, the lid is simply pulled off and the fragrance bottle presents itself aesthetically and in high quality on a base. The shape of the flacons has been further developed, upgraded and equipped with a new, innovative opening mechanism. For the Exclusives, we have also provided the flacons with a high-quality glass cut. At the same time, we developed ideas and product designs for innovative new products such as electric fragrance solutions for the Smart Home.
In addition, we developed a modular concept for various PoS requirements, e.g. for shop-in-shop systems and for the wholesale trade. The concept can be flexibly and modularly applied to a wide variety of surface and room geometries as well as for trade fairs. The concept is characterised by a highquality atmosphere for feeling good and trying out, which makes the brand promise (“essence of sensuality”) tangible.
Just in time for the 15th anniversary of the brand, the successive rollout of the new presence will take place in all Depot stores as well as in the wholesale trade.
Range of services
- brand architecture
- branding & design strategy
- brand logo
- visual language
- form, structural packaging
- production consulting
- final artwork
- dummy & prototype production