Sant Airo - Daniel J Neale, Creative and Design Director, London

The reimagining and relaunch of the heritage Italian fragrance house, Sant Airo, unfolded through the lens of a fresh visual identity and redesigned aesthetics.

Industry

Year

Role

Location

Services

Retail, Luxury, Commerce

2023

Creative Director

London

Branding
Product Design
Art Direction
Digital Design
3D Content

The Brand

Originally rooted in Naples, Italy, Sant Airo stands as a heritage fragrance house, passionately committed to crafting pure, refined, and sophisticated scents tailored for men. Rekindling its legacy through the vision of a ancestor of the founder, the brand undergoes a modern renaissance in its new headquarters in the heart of London, England. Sant Airo meticulously selects and utilises sustainable ingredients and materials, ensuring an unwavering commitment to quality, in both the fragrance's aroma and the materials employed in its production.

The Challange

I was tasked to concept the recreation of this heritage brand through contemporary eyes, overseeing every aspect from bottle design to logo creation and digital touch points. My aim was to breathe life into a brand that mirrors the understated yet confident essence of its wearer. This vision was realised through a limited colour palette focused on a single bold accent paired against neutrals and materials based around interior inspiration.

Sant Airo is intentionally crafted and designed to endure as a lasting fixture in your home—a cherished keepsake. Drawing inspiration from materials of the home, ranging from rich redwood oak to exquisite Italian Carrara marble, the Sant Airo design embodies both a statement piece and a timeless classic. It seamlessly integrates into any sophisticated home, marrying aesthetics with enduring elegance.

3D Suite

The bottle design was brought to life through Cinema 4D and Octane. Employing these tools, I crafted materials mirroring those present in the physical product. The outcome was a versatile suite of models, scenes, and assets, streamlining the process of image creation. This efficiency enabled the development of bold visuals that seamlessly transitioned into captivating animations and moving imagery. The integration extended to interactive elements, including 360 spins and keyframe animations on scroll, executed through the utilisation of Lotti.

A comprehensive suite of packaging assets were created to support launch of the brand's flagship fragrance, "Life Lighter." This encompassed single and double editions tailored for both standard use and gifting purposes. Additionally, printed inserts were thoughtfully designed to seamlessly connect with the digital experience. Customers could scan a QR code, unlocking an immersive journey to explore the intricate ingredients and nuanced notes that define the essence of the scent.

The art direction was strategically divided into three key categories: product photography, pack shots and packaging, and campaign assets. The launch campaign for "Life Lighter" aimed to illuminate narratives from inspirational individuals across diverse realms, spanning from sports to art and fashion. The photography direction was curated to evoke emotions and establish a personal connection, contributing to a campaign that not only showcases the product but also tells compelling stories of those who embody its essence.

The logo mark was meticulously crafted using a customised version of Rework from Socio Type Foundry. Notably, the "A" character was extended with precision, aligning it seamlessly with the cubic points and geometric nuances found in the design of the Sant Airo bottle. This intentional alignment ensures a harmonious visual synergy between the logo and the distinctive bottle geometry.

I aimed to strike a balance where the logo mark seamlessly merged classic and modern aesthetics. Utilising a straightforward sans-serif font, I prioritised retaining weight and presence for a timeless appeal. It was crucial for the logo mark to perform across both digital and physical mediums — from dynamic SVG animations to embossed and debossed print executions. In all contexts, the logo was meticulously designed to uphold visual weight and deliver a lasting impact.