John Varvatos is an American brand that is true to modern innovation and rock n roll sensibilities. This summer they launched a new fragrance entitled, Rock Volume One, that has a scent that is as memorable as your favorite song. I was particularly intrigued by the symbolism and packaging of this product. The bottle includes engraved images of a crown icon, a guitar, the JV logo & The date of the brand’s conception. It’s kind of reminiscent of a cover of CD… The box’s branding is also consistent with music inspired elements and is influenced by a shape of a speaker. With so much of fragrances having to do with the engagement of sensibilities, they did a great job of capitalizing on not only the scent, but also the tactile (touch & feel) of the product.
Music is also a large part of John Varvatos’ philanthropic efforts as his company is an active participant in VH1’s Save The Music Foundation and partial proceeds from each sale will be donated to VH1’s STM’s music education efforts. Based on it’s sell through Rock Volume One is set to have other volumes to come. With rock and punk being an intrinsic part of the John Varvatos philosophy, I’ll be interested to see how they continue to evolve their fragrance in future editions.
For the brands that rock,
Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com
Brand Strategy l Brand Design l Brand Development
