standout through simplicity

The shelves in today’s perfume stores are a pretty cluttered environment and year by year hundreds of new launches try to get some space here. And in every single packaging-design brief for fragrances that I have seen in the last years, one crucial aspect is always the so-called »standout on shelf«…
That’s why the basic idea for yellow & green was to ignore the standardised color codes for men and women and to create a monochrome packaging in colors that have rarely been seen on shelf. And – it does work.
for PUMA fragrances, Procter&Gamble / 2012