Chanel has recently drawn their attentional on attracting a younger consumer base through its perfume and beauty lines. My group and I felt that the current marketing approach does not fully capture the sophistication that defines both the brand and its clientele, so we decided to develope a new concept for the company. We designed a capsule collection, rebranded as ‘555 By Chanel,’ which draws inspiration from the iconic Chanel No. 5 perfume. Our goal was to appeal to a younger audience in a way that preserves the brand's integrity and rich heritage while also allowing a “refreshing” look to the brand. This was done through creating campaign print concepts, digitial concpets, as well as expereince concepts that can be seen below.