Floris targets the quintessential English gent with male grooming range launch

“The Jermyn Street area, with its world-famous craftsmen and tailors geared almost exclusively to the quintessential English gentleman, inspired our thinking for the new name of the range which also speaks to the air of refinement inherent in the brand,” explained Holly Kielty, creative director, brand language at Design Bridge.

“Abstract hints to Floris’ Jermyn Street location also find their way onto the packaging in the form of an embossed pattern inspired by local street maps with Floris’ address at no. 89 subtly highlighted.”

Carolina Pelosato, design director at Design Bridge, added the historic Floris shop itself also provided key inspiration with the team spending time on Jermyn Street and in the Floris shop.

“We were struck by the brass detailing of the shop-front’s historic window frames and a direct reference to this – a brass-copper strip that runs across the front of all packaging designs- became an important element of the range’s identity.

“We wanted the design to be understated, confident and refined – qualities reflective of the quintessential English gentleman we had in mind when designing the range.”

Alex Oprey, head of marketing at Floris, commented: “It was so important to us that the heritage and the expectation of quality and detail of our brand shone through the identity and packaging, but also was made to feel relevant to a new generation. Design Bridge took on the challenge and succeeded in telling the Floris story.”

Floris’ royal warrants are included on the pack in a subtler, more understated way to ensure the brand heritage as ‘Perfumers to HM The Queen’ lives on whilst leaving space for a more contemporary identity to emerge. Floris’ signature dark blue also features to integrate the range into the brand’s wider identity.