Please design one front label for a new Mum scent
Moreover, we ask you to propose names
About the brand
In 1888 the first deodorant comes on the market with Mum. In 1952 the
application is strongly simplified by the Roll-on: Mum is the first
Roll-on deodorant of the world.
Today the most important countries for Mum are Saudi Arabia, Spain,
UK and Germany. In the competitive sphere the brand is put out to
strong pressure, because it must assert itself on the selves because
of the low communicative support.
In March 2014 there was a design relaunch. Linguistic clusters were
formed, now there are two language versions, an European (German,
French, English, Spanish) and an Arabian ( Arabic, English). Therefore
the product names were also standardised. According to the design the
48H + effect was emphasised, the logo was modernised and strong
colours should raise the visibility in the shelves. The colour of the
caps remained unchanged.
Now we want to present one new scent to some important customer. For
this reason we need two new label designs which we can stick on our
products for the first presentation.
Information about the brand
Mum is rather traditional as it is the oldest deodorant brand,
reliable, creates trust and has a loyal, rather older clientele.
Mum is produced in Switzerland, it is sold in glass bottles, has a
very colorful assortment with a lot of different scents.
Point of Parity
Very well accepted, no alcohol, no parabene, no paraffins, contains
aluminium chlorohydrate (what is strongly criticised at the moment in
CH and DE).
Main users of Mum are women older than 40 years. Aim is now to appeal
to a much younger clientele with these two products: female teenagers
(14-20 years) and women who still feel very young.
Core communication statement
MUM keeps you protected.
Description of the product
You find all product pictures on http://www.mum-deo.com
Very sweet, fruity smell. It smells like apple. The perfume is
called Paradise Apple.
The cap is held in orange (about to Pantone 1495C), the content in
green (about to Pantone 374U).
How the design has to be
The Mum Logo has to be at the same place in same colour like the
The rest should look funky, freaky and cool, so that female teenagers
The shade of the label must fit to the content and to the cap what
does not mean that it must be in the same shade.
Basically the design should also fit to the scent.
PLEASE DO NOT USE AN APPLE ILLUSTRATION IN YOUR DESIGN. IT SHOULD BE
The design must work internationally (primarily Switzerland, Germany,
Product name: Please, make proposals. It must be convertible
48h+ Protection (Illustration in this triangular form is not