VERA WANG PRINCESS NIGHT
Building on the success of the iconic Princess fragrance collection, Vera Wang Princess Night was created as a sophisticated flanker designed to introduce a darker, more alluring interpretation of the brand. The creative direction embraced a moodier, more mysterious aesthetic while remaining true to the playful femininity that made Vera Wang Princess a global success. Beyond the fragrance packaging, the project was developed as a complete brand experience, including visual identity guidelines, in-store merchandising, window displays, promotional materials, and retail assets to ensure a cohesive launch across international markets.
the challenge
The new fragrance needed to feel fresh and intriguing for existing fans, attract a slightly more mature audience, and translate the concept into a cohesive global brand experience spanning packaging, retail environments, visual merchandising, and marketing assets.
The shimmering purple glitter bottle became the unmistakable centerpiece of the campaign, transforming the iconic Princess heart into a bold, collectible expression of nighttime glamour. Rich photography, vibrant city lights, and cinematic storytelling created an immersive visual world that extended seamlessly across advertising, packaging, in-store displays, and promotional materials reinforcing the Princess franchise while giving consumers a fresh, more sophisticated reason to rediscover the brand.
