"Yardley of London South Africa is a longstanding client of ours. Over the last 20 years, we've helped them to launch many successful brands. What made 'Conquest' so exciting was the creative freedom it gave our team to apply their talent and imagination," says Forbes.

"Because Yardley of London has been around for three centuries, it has the perception that it's for an older generation. The brief was therefore simple: Come up with a new product that would appeal to a younger Gen Z market," adds Forbes.

"After throwing a few ideas around with the team, we pitched our top five of which 'Conquest' was selected and the work to bring the concept to life through the packaging, instore point of sale and digital campaign began. We decided to turn the traditional royal imagery of the monarchy on its head and created four striking variants: Crown Ambition, Lady Luxury, Regal Rebel and Daring Duchess," says Forbes.

According to the agency, the colours had to be bright and impactful to appeal to the Gen Z market. Gold was used for the crest emblems, which appear on all packaging. The metallic of the tin makes the gold pop, resulting in a three-dimensional effect. Each variant received a personality and a name, which was shown in a photoshoot and video and was displayed across all platforms — from in-store point of sales to ad campaigns, window decals and social media.

"By taking a typical crown and making a headdress of it, recovering a thrown in a kaleidoscope of juxtaposing colours and spray painting a traditional crest, we were able to create a beautiful piece of satire — all while staying true to a brand so steeped in history," Forbes says.

"We then worked very closely with the printers to achieve the design result, which meant printing on a foil substrate and then laminating over the core. This method helped to maintain the bling factor needed to make the fragrance stand out on the shelf," adds Forbes.

"The Graphic Ballroom has an eye for design and their dynamic thinking, quick turnaround time and collaboration with our brand team made it possible to deliver a full 360 campaign. This included packaging design, ATL communication and social media content, as well as bold point of sale elements," says Nicola Heimann, head of marketing at Indigo Cosmetics.

"GBR was an absolute pleasure to work with and the successful uptake of the product is testament to this great work," concludes Heimann. 

For more information, visit www.gbr.co.za. You can also follow The Graphic Ballroom on Facebook or on Instagram.