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Branding & Communication Branding & Communication
Atkinsons
Brand Communication, Retail Design

Profumo di Londra

Atkinson è uno dei marchi storici della profumeria internazionale. Nei secoli il suo visual identity system ha accumulato un grande insieme di segni. Questo patrimonio andava riorganizzato per riposizionare il brand dentro la contemporaneità.

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"https://www.arteficegroup.com/media/Atkinsons-prodotto-580x360.webp" ["homepage-featured-post-width"]=> int(580) ["homepage-featured-post-height"]=> int(360) ["ag-project-card-image"]=> string(67) "https://www.arteficegroup.com/media/Atkinsons-prodotto-560x560.webp" ["ag-project-card-image-width"]=> int(560) ["ag-project-card-image-height"]=> int(560) ["ag-project-card-image-mobile"]=> string(67) "https://www.arteficegroup.com/media/Atkinsons-prodotto-350x350.webp" ["ag-project-card-image-mobile-width"]=> int(350) ["ag-project-card-image-mobile-height"]=> int(350) ["ag-last-post-thumb"]=> string(67) "https://www.arteficegroup.com/media/Atkinsons-prodotto-570x490.webp" ["ag-last-post-thumb-width"]=> int(570) ["ag-last-post-thumb-height"]=> int(490) ["ag-post-16_9"]=> string(68) "https://www.arteficegroup.com/media/Atkinsons-prodotto-1180x560.webp" ["ag-post-16_9-width"]=> int(1180) ["ag-post-16_9-height"]=> int(560) ["ag-post-mag-evidence-16_9"]=> string(68) "https://www.arteficegroup.com/media/Atkinsons-prodotto-1280x900.webp" ["ag-post-mag-evidence-16_9-width"]=> int(1280) ["ag-post-mag-evidence-16_9-height"]=> int(900) ["ag-post-interview-mag-thumb-16_9"]=> string(67) "https://www.arteficegroup.com/media/Atkinsons-prodotto-830x400.webp" ["ag-post-interview-mag-thumb-16_9-width"]=> int(830) ["ag-post-interview-mag-thumb-16_9-height"]=> int(400) ["ag-post-interview-mag-thumb-feed"]=> string(67) "https://www.arteficegroup.com/media/Atkinsons-prodotto-850x680.webp" ["ag-post-interview-mag-thumb-feed-width"]=> int(850) ["ag-post-interview-mag-thumb-feed-height"]=> int(680) } } [4]=> array(24) { ["ID"]=> int(5827) ["id"]=> int(5827) ["title"]=> string(21) "Atkinsons-ingredienti" ["filename"]=> string(25) "Atkinsons-ingredienti.jpg" ["filesize"]=> int(168058) ["url"]=> string(61) "https://www.arteficegroup.com/media/Atkinsons-ingredienti.jpg" ["link"]=> string(87) "https://www.arteficegroup.com/lavori/profumo-di-londra/attachment/atkinsons-ingredienti" ["alt"]=> string(0) "" ["author"]=> string(1) "9" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(21) "atkinsons-ingredienti" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(5816) ["date"]=> string(19) "2023-04-11 11:57:03" ["modified"]=> string(19) "2023-04-11 11:57:03" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(66) "https://www.arteficegroup.com/wp-includes/images/media/default.png" ["width"]=> int(1280) ["height"]=> int(1280) ["sizes"]=> array(42) { ["thumbnail"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-150x150.webp" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-300x300.webp" ["medium-width"]=> int(300) ["medium-height"]=> int(300) ["medium_large"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-768x768.webp" ["medium_large-width"]=> int(640) ["medium_large-height"]=> int(640) ["large"]=> string(72) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-1024x1024.webp" ["large-width"]=> int(640) ["large-height"]=> int(640) ["1536x1536"]=> string(61) "https://www.arteficegroup.com/media/Atkinsons-ingredienti.jpg" ["1536x1536-width"]=> int(1280) ["1536x1536-height"]=> int(1280) ["2048x2048"]=> string(61) "https://www.arteficegroup.com/media/Atkinsons-ingredienti.jpg" ["2048x2048-width"]=> int(1280) ["2048x2048-height"]=> int(1280) ["homepage-featured-post"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-580x360.webp" ["homepage-featured-post-width"]=> int(580) ["homepage-featured-post-height"]=> int(360) ["ag-project-card-image"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-560x560.webp" ["ag-project-card-image-width"]=> int(560) ["ag-project-card-image-height"]=> int(560) ["ag-project-card-image-mobile"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-350x350.webp" ["ag-project-card-image-mobile-width"]=> int(350) ["ag-project-card-image-mobile-height"]=> int(350) ["ag-last-post-thumb"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-570x490.webp" ["ag-last-post-thumb-width"]=> int(570) ["ag-last-post-thumb-height"]=> int(490) ["ag-post-16_9"]=> string(71) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-1180x560.webp" ["ag-post-16_9-width"]=> int(1180) ["ag-post-16_9-height"]=> int(560) ["ag-post-mag-evidence-16_9"]=> string(71) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-1280x900.webp" ["ag-post-mag-evidence-16_9-width"]=> int(1280) ["ag-post-mag-evidence-16_9-height"]=> int(900) ["ag-post-interview-mag-thumb-16_9"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-830x400.webp" ["ag-post-interview-mag-thumb-16_9-width"]=> int(830) ["ag-post-interview-mag-thumb-16_9-height"]=> int(400) ["ag-post-interview-mag-thumb-feed"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-ingredienti-850x680.webp" ["ag-post-interview-mag-thumb-feed-width"]=> int(850) ["ag-post-interview-mag-thumb-feed-height"]=> int(680) } } [5]=> array(24) { ["ID"]=> int(5821) ["id"]=> int(5821) ["title"]=> string(17) "Atkinsons-disegni" ["filename"]=> string(21) "Atkinsons-disegni.jpg" ["filesize"]=> int(219463) ["url"]=> string(57) "https://www.arteficegroup.com/media/Atkinsons-disegni.jpg" ["link"]=> string(83) "https://www.arteficegroup.com/lavori/profumo-di-londra/attachment/atkinsons-disegni" ["alt"]=> string(0) "" ["author"]=> string(1) "9" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(17) "atkinsons-disegni" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(5816) ["date"]=> string(19) "2023-04-11 11:56:48" ["modified"]=> string(19) 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"https://www.arteficegroup.com/media/Atkinsons-disegni-1536x768.webp" ["1536x1536-width"]=> int(1536) ["1536x1536-height"]=> int(768) ["2048x2048"]=> string(68) "https://www.arteficegroup.com/media/Atkinsons-disegni-2048x1024.webp" ["2048x2048-width"]=> int(2048) ["2048x2048-height"]=> int(1024) ["homepage-featured-post"]=> string(66) "https://www.arteficegroup.com/media/Atkinsons-disegni-580x360.webp" ["homepage-featured-post-width"]=> int(580) ["homepage-featured-post-height"]=> int(360) ["ag-project-card-image"]=> string(66) "https://www.arteficegroup.com/media/Atkinsons-disegni-560x560.webp" ["ag-project-card-image-width"]=> int(560) ["ag-project-card-image-height"]=> int(560) ["ag-project-card-image-mobile"]=> string(66) "https://www.arteficegroup.com/media/Atkinsons-disegni-350x350.webp" ["ag-project-card-image-mobile-width"]=> int(350) ["ag-project-card-image-mobile-height"]=> int(350) ["ag-last-post-thumb"]=> string(66) 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array(24) { ["ID"]=> int(5823) ["id"]=> int(5823) ["title"]=> string(26) "Atkinsons-espositore-banco" ["filename"]=> string(30) "Atkinsons-espositore-banco.jpg" ["filesize"]=> int(156241) ["url"]=> string(66) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco.jpg" ["link"]=> string(92) "https://www.arteficegroup.com/lavori/profumo-di-londra/attachment/atkinsons-espositore-banco" ["alt"]=> string(0) "" ["author"]=> string(1) "9" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(26) "atkinsons-espositore-banco" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(5816) ["date"]=> string(19) "2023-04-11 11:56:53" ["modified"]=> string(19) "2023-04-11 11:56:53" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(66) "https://www.arteficegroup.com/wp-includes/images/media/default.png" ["width"]=> int(2560) ["height"]=> int(1280) ["sizes"]=> array(42) { ["thumbnail"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-150x150.webp" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-300x150.webp" ["medium-width"]=> int(300) ["medium-height"]=> int(150) ["medium_large"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-768x384.webp" ["medium_large-width"]=> int(640) ["medium_large-height"]=> int(320) ["large"]=> string(76) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-1024x512.webp" ["large-width"]=> int(640) ["large-height"]=> int(320) ["1536x1536"]=> string(76) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-1536x768.webp" ["1536x1536-width"]=> int(1536) ["1536x1536-height"]=> int(768) ["2048x2048"]=> string(77) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-2048x1024.webp" ["2048x2048-width"]=> int(2048) ["2048x2048-height"]=> int(1024) ["homepage-featured-post"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-580x360.webp" ["homepage-featured-post-width"]=> int(580) ["homepage-featured-post-height"]=> int(360) ["ag-project-card-image"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-560x560.webp" ["ag-project-card-image-width"]=> int(560) ["ag-project-card-image-height"]=> int(560) ["ag-project-card-image-mobile"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-350x350.webp" ["ag-project-card-image-mobile-width"]=> int(350) ["ag-project-card-image-mobile-height"]=> int(350) ["ag-last-post-thumb"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-570x490.webp" ["ag-last-post-thumb-width"]=> int(570) ["ag-last-post-thumb-height"]=> int(490) ["ag-post-16_9"]=> string(76) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-1180x560.webp" ["ag-post-16_9-width"]=> int(1180) ["ag-post-16_9-height"]=> int(560) ["ag-post-mag-evidence-16_9"]=> string(76) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-1820x900.webp" ["ag-post-mag-evidence-16_9-width"]=> int(1820) ["ag-post-mag-evidence-16_9-height"]=> int(900) ["ag-post-interview-mag-thumb-16_9"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-830x400.webp" ["ag-post-interview-mag-thumb-16_9-width"]=> int(830) ["ag-post-interview-mag-thumb-16_9-height"]=> int(400) ["ag-post-interview-mag-thumb-feed"]=> string(75) "https://www.arteficegroup.com/media/Atkinsons-espositore-banco-850x680.webp" ["ag-post-interview-mag-thumb-feed-width"]=> int(850) ["ag-post-interview-mag-thumb-feed-height"]=> int(680) } } [7]=> array(24) { ["ID"]=> int(5825) ["id"]=> int(5825) ["title"]=> string(20) "Atkinsons-espositore" ["filename"]=> string(24) "Atkinsons-espositore.jpg" ["filesize"]=> int(277305) ["url"]=> string(60) "https://www.arteficegroup.com/media/Atkinsons-espositore.jpg" ["link"]=> string(86) "https://www.arteficegroup.com/lavori/profumo-di-londra/attachment/atkinsons-espositore" ["alt"]=> string(0) "" ["author"]=> string(1) "9" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(20) "atkinsons-espositore" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(5816) ["date"]=> string(19) "2023-04-11 11:56:58" ["modified"]=> string(19) "2023-04-11 11:56:58" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(66) "https://www.arteficegroup.com/wp-includes/images/media/default.png" ["width"]=> int(2560) ["height"]=> int(1280) ["sizes"]=> array(42) { ["thumbnail"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-150x150.webp" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-300x150.webp" ["medium-width"]=> int(300) ["medium-height"]=> int(150) ["medium_large"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-768x384.webp" ["medium_large-width"]=> int(640) ["medium_large-height"]=> int(320) ["large"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-espositore-1024x512.webp" ["large-width"]=> int(640) ["large-height"]=> int(320) ["1536x1536"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-espositore-1536x768.webp" ["1536x1536-width"]=> int(1536) ["1536x1536-height"]=> int(768) ["2048x2048"]=> string(71) "https://www.arteficegroup.com/media/Atkinsons-espositore-2048x1024.webp" ["2048x2048-width"]=> int(2048) ["2048x2048-height"]=> int(1024) ["homepage-featured-post"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-580x360.webp" ["homepage-featured-post-width"]=> int(580) ["homepage-featured-post-height"]=> int(360) ["ag-project-card-image"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-560x560.webp" ["ag-project-card-image-width"]=> int(560) ["ag-project-card-image-height"]=> int(560) ["ag-project-card-image-mobile"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-350x350.webp" ["ag-project-card-image-mobile-width"]=> int(350) ["ag-project-card-image-mobile-height"]=> int(350) ["ag-last-post-thumb"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-570x490.webp" ["ag-last-post-thumb-width"]=> int(570) ["ag-last-post-thumb-height"]=> int(490) ["ag-post-16_9"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-espositore-1180x560.webp" ["ag-post-16_9-width"]=> int(1180) ["ag-post-16_9-height"]=> int(560) ["ag-post-mag-evidence-16_9"]=> string(70) "https://www.arteficegroup.com/media/Atkinsons-espositore-1820x900.webp" ["ag-post-mag-evidence-16_9-width"]=> int(1820) ["ag-post-mag-evidence-16_9-height"]=> int(900) ["ag-post-interview-mag-thumb-16_9"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-830x400.webp" ["ag-post-interview-mag-thumb-16_9-width"]=> int(830) ["ag-post-interview-mag-thumb-16_9-height"]=> int(400) ["ag-post-interview-mag-thumb-feed"]=> string(69) "https://www.arteficegroup.com/media/Atkinsons-espositore-850x680.webp" ["ag-post-interview-mag-thumb-feed-width"]=> int(850) ["ag-post-interview-mag-thumb-feed-height"]=> int(680) } } }

Il progetto è consistito nella creazione del VIS, nella definizione di quello che fa di un’immagine un key visual Atkinson. E in una grammatica di comunicazione di marca che stabilisce le linee guida di utilizzo degli elementi che da sempre la compongono.

A partire dall’Atkinsons’Bear, che diventa testimonial. La sua immagine è declinata in versioni diverse a seconda dell’utilizzo: l’advertising on line e off line, la comunicazione corporate, PR, punto vendita e merchandising.

Fino alla bottiglia template utilizzata sia per la comunicazione above the line che come format per la presentazione delle fragranze e della combinazioni di essenze che le compongono.

Il progetto si completa con la parte di retail design dedicata ai punti vendita. Il risultato è un’immagine coordinata riconoscibile al primo sguardo, che mantiene il senso di tradizione che il marchio deve continuare ad ispirare ma che allo stesso tempo trasforma questo heritage in uno stile attuale.