ROLE
Branding
Packaging Design
FOR
Tru Fragrance & Beauty
DATE
Fall 2021
The intention behind AE's Undiscovered project was to bring a new teen male demographic on to the retailer's fragrance floor.
The designs reflected trend-forward and casual styles that filled an aesthetic whitespace in AE's men's fragrance portfolio.
Scroll below to view earlier design concepts. The final produced fragrance is pictured at the end of the project summary.
American Eagle SURF
Men’s and Women’s Fragrances
ROLE
Packaging Design
FOR
Tru Fragrance & Beauty
DATE
Spring 2022
CREATIVE DIRECTION
Leah Nista
American Eagle's classic Surf fragrances have been redesigned with a sustainable focus. 2022's Surf perfume, cologne, and travel mist come with a refreshed formula that is vegan and cruelty-free, containing no parabens, phthalates, sulfates, or palm oils. Its look also focuses heavily on ease of recyclability.
Below you will find images from the official fragrance launch as well as renderings of earlier concepts.
American Eagle SURF 2022 | Eau de Parfum
Portion of initial design pitch depicting color, material and textures.
Early primary and secondary packaging design development.
