Estée Lauder DKNY Be Delicious Brand Story
Manufacturers and marketers of quality fragrances
Founded in 1946, Estée Lauder Companies Inc. are one of the world’s leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products.
The DKNY Be Delicious fragrance was first launched in 2004, becoming one of DKNY's highest-selling fragrances. Consistently at the cutting-edge of fashion and beauty, the DKNY Be Delicious fragrance had a number of successful and high profile initiatives over the years and for 2010 - 2012 they wanted to re-energize the brand awareness campaigns, not only with new product iterations but with advertising and marketing.
"The DKNY Be Delicious brand is completely New York City. Our idea was to provide an insight into the "slices of life" experienced by a young woman in "The Big Apple". Fast paced and living the quintessentially fabulous jam-packed city life , we developed a colorful visual narrative, that took you on a classic New York City journey."
—Sam Edwards, Creative Director
Working with KVD we helped to create and visualize the brand story, which was then used to create a Powerpoint deck presented to the DKNY Be Delicious global sales and marketing teams. For the Be Delicious revitalization, we had to think of a completely new and energizing way of showing data. The first plan of action was to create a concept that could not only encapsulate the brand story, but maintain the theme throughout the presentation.
Inspired by the contents of NYC women's handbags, the deck is chock-full of creative visuals from our imagined girl's lifestyle: notebooks, Polaroid photographs, jewelry, Metrocards, taxi cab receipts and subway maps—and of course her favorite scent.
"Jonina, Sam, Nicole, Jessica and I all looked at the contents of our purses and wallets and listed our day to day activities. We even used scanned images of our own "found objects" to make the elements even more authentic."
— Elspeth Maxwell, Senior Designer
The final presentation was packed full of bold vibrant images that not only helped to bring the Be Delicious brand revitalization story to life but also added energy to the facts and figures portion of the presentation.
"The feedback was phenomenal and set a precedent for how Estee Lauder as a whole, process the brand story and present internally."
—Jonina Skaggs, Art Director
Services
— Brand Storyboarding
— Powerpoint Deck Design
