OUIL503 Responsive Collaborative Practice - Brand Research

Through reading the WHISTLES Project pack & Brief, we Identified what sort of thing they were looking for:

- A concept for a brand new 'scent' that represents WHISTLES as a brand; consisting of the bottle, the packaging, and the display material/branding related to it.

- Something that could potentially appeal to both men and women (as is fitting for WHISTLES, as they have both a menswear and womenswear range)

Here is what WHISTLES Identifies as their 'core customers':

The Whistles Woman:

Intelligent, independent, discerning.

She wants clothes that cater to all parts of her purposeful life. She values design and service – she wants to feel elegant and relaxed in her clothes.

The Whistles Man:

Aware, selective, confident.

He values contemporary design with modern utility. He wants to shop from an edited collection that feels considered and versatile, combining understated looks with refined styling; produced to be relevant for work and leisure in the knowledge that what separates those worlds is becoming less defined.

Our view of WHISTLES as a brand is of something very 'mid-market' - up there with the likes of Topshop. Its definately still a high-street fashion store, but it caters to a much higher clientele of customer. Their clothing and image tends to be very cool, edgy, elegant and sleek - a lot of minimal prints and muted block colours.

They mentioned that their style inspirations - especially for scents, comes from brands such as Le Labo, Byredo and Comme Des Garçons:

Again, super slick, nice and minimal packaging. Everything has a distinctly 'upmarket' feel to it, which should be reflected in the packaging for our own brief.