Dolce&Gabbana Light Blue

Dolce&Gabbana’s Light Blue has spent a quarter of a century shaping its story. To keep pace with the passing of time, the fragrance was ready for a fresh step forward. A new design that would honour the twenty-five years that came beforehand, while drawing a new generation onto its island.

The Insight

Total reinvention was never necessary. Instead, there was renewed opportunity to deepen the connection between the fragrance and the physical experience. A bottle designed so that every detail was as transportive as a spritz of the scent itself.

The Idea

The island of Capri inspired a new era of design for Light Blue, in ways that steered clear of caricature. The curves of the cliffside and coastline shaped the bottle’s gentle form. The frosted glass suggests a gentle spray of sea mist. The glazed porcelain caps, which feature DG’s unmistakable monogram, feel like the island’s perpetually-cool majolica tiles. Everything considered, nothing overt. An expression of place and culture, rather than an exclamation.

The Impact

Light Blue stepped out of its past narrative and into a multi-sensory world. Its physical presence reflects the scent itself, plus the culture and the heritage which shape its story. No less iconic, now experienced in more ways than ever.

Campaign Images: Courtesy of Dolce&Gabbana

Studio Product Photography: Benjamin Pexton

Tile Study Photography: Cameron Bensley

Expertise

Beauty

Services

Communications, Strategy

Art Direction Campaign Print & Packaging