In the past Ted Baker’s mens toiletries ranges had always been designed around a novel theme which would change on a regular basis. It was felt that it was time for the range to “grow-up” and take on a more long-term look and feel.
I was given the task of bringing sophistication a more premium feel to the range, which would consist of two core fragrances and one “special-edition” fragrance.
The bottle shape was a contemporary take on a hip flask with rounded corners combined with the vertical side embossing of an antique spirit bottle. Based on some of Ted Baker’s existing geometric patterns I created a brand new pattern exclusively for the range. The geometric pattern combined with bold colour combinations and a natural wood texture on the lids created a contemporary look whilst hidden pops of colour under the lids provided the reveal of detail which is synonymous with Ted Baker products.
This project was completed whilst I was employed by And Ltd.