Dasai

Brief set as a means to gain an insight into branding & promotion, we were to create an entirely new fragrance for release in Spring 2016. Dasai (ダサい) translates to 'uncool/unfashionable/lame etc. Our aim was to focus on the new brand of males out there, who don't fit into the stereotype portrayed in fashion and other forms of media. In our research, we found that advertisers; particularly in fragrance, only feature strong, muscular men within their advertisements, and we set to change this. Models: Lewis Proffitt & Marcus Brown.