CK Brief

Research

CK1 is a unisex perfume, marketed towards men and women 15-35. The way the women in the pictures are standing is very masculine, such as the thumbs in belt hooks (typical of sheriffs, cowboys). The colours used are very neutral, yellow-toned black and white (almost sepia). This shows that the perfume is for both genders and the colours make it non-gender specific. The difference between this and CK2 is that in CK2 instead of being plain and boring with "non-gender specific colours" they decided to use a lot of different and saturated colours for the backgrounds/images to show it is all inclusive which I think is better than non-inclusive.

LOGO AND STRAPLINE

This is the original logo for CK1

•strapline -  un pour tout le monde, pour vous Deux, Per entrambi, unis ensemble

I wanted the strapline to be in a different language to seem more interesting to potential buyers the old one was "a new fragrance for a man or a woman".

I used different fonts similar to the original CK one logo, they're all sans-serif as I thought the serif fonts made the logo look too old and not modern as Calvin Klein is a modern brand.

I chose the third one down as I thought it was the most aesthetic. This is the logo I will be putting on my studio shoot as I think it matches well with the clean background.

For this logo I used a series of different lines all put together in photoshop. To make it more interesting I added lines trailing off to the top and to the right. This is a personalized sans-serif font, giving it a sleek modern feel. I chose this logo for the location shoot as I felt it matched better with the models and the layout.

I designed these logos in black and put them on the advert as  black, but when it was on 

the bottle I changed it to the 

same light grey of the original logo.

DESIGN LAYOUT

These layouts were the first two that I thought of and developed further. The first layout is for the studio shoot, I wanted the male to have a soft feminine pose and the female to have a strong masculine pose, I wanted this to enforce atypical gender roles as it is unisex. The second layout was for the location shoot. I decided to have the shoot in a hallway with both models leaning against each of the walls across from each other, with the female in a feminine laid back pose and the male in a more masculine laid back pose. This is because it represents both of the genders. 

Images

I took multiple studio and location shoots to get the right framing and positioning for the models. For the studio shoot, I didn't move them or switch up the positioning much as i thought it was good as it was i just needed to frame it better. For the location shoot i shot them together and individually as i was working in such a small space, it might've been better to edit the individual shots together but i think the picture i chose was the best.

I used the settings f8, 1/125 and ISO200, and f11 for the background

Studio setup

      I used a softbox and reflector to give the subjects a soft natural light from both 

     sides. I also used two spotlights to put direct light on the white background
 behind them.

     For the bottle shoot i used two spotlights a white background, a reflector and a piece of glass. One spotlight lit the background while one lit the product. The glass created a reflection for the bottle.

FINAL PRODUCT

For the location shoot, I increased the sharpness and made the image brighter as I thought it was too dark. It was shot in black and white so I couldn't do anything with the colour but if it wasn't I would've changed it to black and white to reflect the original adverts and my own aesthetic. I placed the logo in the top right corner because that is where people typically look when they read or review something. The line from the logo helps to bring their eyes over to the strapline. The bottle is positioned in the bottom left corner because it was the emptiest corner if I had placed it anywhere else the image would look too busy.

For the studio shoot, I increased the sharpness and corrected some colours within the image. I also changed the image to black and white for the reasons stated before. I added a white line going from the left turning down to the bottle. This helps to bring the viewers eyes across the page, leading their eyes to the writing and then to the bottle.

SUMMARY

I think both the shoots went really well but I wish I developed my idea more for the studio shoot, such as allowing them to switch around places and poses. Making the logo I felt was really easy because I had a very clear image in my head of what the companies image was and what they stand for. One this i think didnt go well was photoshopping the bottle onto the advertisement. Because it was white and the background was white i had a hard time finding the edges of the bottle to cut it out.