Client: Genesis
- Concept designs
- Designed and developed identity package
- Design and setup of all logos and wordmarks
- Created and produced unique branded sales and marketing materials
- Package design, output management for all components
- Fulfillment of all packages
Luxurious design and performance
Luxurious design and performance come to mind when describing the new 2023 Genesis G90 luxury full-size sedan. But the experience should extend beyond the car itself; especially when paired with the company’s premium Priority One customer service.
Premier steered the creative direction and developed a series of high-end gifts that would be presented to the initial buyers of the G90. Our goal was to create packages that represented the Genesis brand and reflected the carefully crafted art of Korean culture. From the custom outer silk fabric, which contains a design based on the grille with eucalyptus sprigs to the scented candles that we created that bear Genesis’ exclusive in-vehicle fragrances, every inch of the kits was curated to create an inviting sensory experience for owners.
Our team presented initial concepts of the gifts featuring unique elements of the Genesis brand in a package that functioned as a status piece for owners. The initial 100 owners of the G90 received a gift that included a letter from Genesis President Bob Smith and a set of Bang & Olufsen Beoplay headphones.
BOX 1 with descriptors
The next set of gift sets reached a wider group of G90 owners, the concept was intended to evoke a true sensory experience. These sets included a series of candles that matched the three custom fragrances available in the G90:
The Great Outdoors: A fragrance full of fresh energy that provides healing from the tiring daily life for a while, with hints of lemon, melon, orchid, lily, musk, and sandalwood.
My Favorite Place: A fragrance that deeply and heavily expresses the vitality of the forest-thickened air after rain, with notes of bergamot, ginger, orchid, magnolia, and cedarwood.
The Driver’s Awakening: A fragrance that expresses the fresh and lively energy of the grass soaked in dawn dew, with notes of bergamot, lemon, orchid, violet, musk, and cedarwood.
Our package design included insets for the candles, descriptors and a custom-branded matchbox.
BOX 2 with descriptors
Our team meticulously guided the creative direction based on the unique characteristics of the vehicle, including colors, textures, patterns and accents. We tapped into the history of the company and the significance of gift giving within the Korean culture to influence the packaging and presentation.
Include:
- Page 3 of OwnerKit PDF
- Page 2, 3, 5-7 of 9-08-22 PDF
- Votive Candlebox PDF
Date:
July 7, 2023