Tru Fragrance — Connie Yuen

Tru Fragrance is a beauty agency that caters to its client’s growing beauty market. Tru Fragrance dedicates its services to designing & produces custom fragrances for its clients’ target market from the ground up.

During my employment for Tru Fragrance, I collaborated with the creative team to create packaging designs for clients such as TJ Maxx, Rue21 & Urban Outfitters.

2019

Responsibilities // Design, Art Direction, Concepting, Ideation

Project Type // Concepting, Ideation, Packaging, Production Setup

TJ Maxx Men’s Collection Concepts

For this project, the goal was to create a sporty vibe for TJ Maxx’s Men collection.
This line was made to appeal to new cologne buyers while also appealing to an active, outdoor vibe for those who wanted a cologne right after completing an activity.

TJ Maxx Mother’s Day Collection Concepts

This project aimed to create a simple yet elegant perfume collection for TJ Maxx Mother’s Day sale. The collection had to be affordable to match TJ Maxx’s target audience but provide a sophisticated feeling for the customer.

Urban Outfitters
New Femme Collection

For this project scope the goal was to create an elevated new line of fragrances inspired by the revival of vintage romanticism on social media.

Rue21 ETC!
Rebrand Concepts

Based on Rue21’s ETC! perfume, for this rebrand project the goal was to refresh the product and give the perfume & carton an elevated & chic look.

Rue21 True by Rue Rebrand Concepts

For this project, the initiative was to revamp the original True by Rue perfume. The goal was to add more color and fun elements through tie-dye & type usage, packaging design drew inspiration from the 90s revival trends.

Rue21 Hearts Collection Concepts

Based on Rue21’s original heart collection, for this rebrand project the goal was the refresh the collection and provide a new twist to the first launch. This rebrand must appeal to the original young buyers in Rue21’s target demographic while also drawing in new customers.