MUSEO DELLA MODA MILANO
NO RIGHTS RESERVED
DANCING ON THE DOUBLE ICE
RESUME ( UPON REQUEST )
Impuls (Frangracne Product Line by Arket)
Spring 2019 ArtCenter
Special Thanks: Dan Hoy, Yi Mao, Oriana Ren.
Impuls is a hypothetical perfume line under Arket, a Swedish clothing and lifestyle brand that features quality clothing and objects for men, women, and children. The name, Impuls, plays on both meanings in Swedish and English. In Swedish, Implus means “wafting” and in English, Impuls(e) means “instinct” and “activating”.
From afar, the logo feels welcoming but upon closer examination hides its sharp values within the letterforms. A personalized touch is the core value that is strongly rooted in Impuls. The button on the top of the packaging provides the user an olfactory experience from head to toe which and also gives information on the duration of the scent. The reactive nature of the red-orange color in the interior contrasts with the soft exterior, describing the subtle but precise scent that is unforgettable.
The name, Implus, plays on both meanings in Swedish and English. In Swedish, Implus means “wafting” and in English, impuls(e) means “instinct” and “activating”. The typography of the logotype is modiﬁed in such a way to address this juxtaposition. From afar, the logo feels welcoming but upon closer examination hides its sharp, clinical values within the letterforms. Personalized touch is the core value that is strongly rooted in Implus. Provides the user an olfactory experience from head to toe, also allows the user to customise the duration, amount of each ingredient used and the intensity of the smell. Impuls uses the button element on top of the packaging to represent Arket’s unique archival approach to shopping. The soft paper material that is chosen for the rigid cartons highlight Arket’s close relationship to materiality. The numbers of holes in the button icon also represent the lasting time of scents according to each different products. (scale level from 1–4).The reactive nature of the red-orange color in the interior not only contrasts with the soft exterior, it is also in line with Impuls’ personality. which lingers in its entrance, cuts with clinical precision and leaves behind an unforgettable scent