Agua de Loewe
The director of Perfumes Loewe decided to launch a fresh, universal cologne for the whole family and for any time of day. The target was the widest possible, men and women of all ages. Toni Arola took the concept of water as the starting point, researching the curves of glasses and the classic shapes of mineral water bottles. I centred the graphics on bathing in comfort: I lined the outside of the boxes with textures like overlapping blocks of stones, reminiscent of ancient Roman baths, with a white label that echoes soap labels.
Neither the fragrance nor the launch campaign were as fresh as the initial idea required, but the sales were a success.