Design a show-stopping bottle label and secondary pack for Ted Baker’s first oud-based Eau de Parfum, created for the style-savvy Middle-Eastern market. The scent is deliberately gender-inclusive; the visuals must mirror that balance—luxurious and elegant without skewing feminine or masculine.

Own the shelf: incorporate a signature print finish or structural detail that commands attention alongside competitors yet harmonises with Ted Baker’s existing fragrance range.

Signal premium quality: use colour, texture, and foil accents to evoke modern opulence, reflecting the depth of oud while remaining unmistakably Ted Baker.

Extend the franchise: ensure the design feels like a seamless evolution of the current line-up while clearly marking Eshal as the brand’s elevated, market-specific hero.

Carton Design: using an existing franchise of fragrance, the design continues the dynamics and graphical structure, but to provide a premium offering of Ted Baker's first EDP, here we have an embossed gold rose foil for a power shelf presence. Bringing in the Middle Eastern flair, the side of packs are presented with linear pattern for elegance and beauty.

Eshal Typography: exploring many avenues, using the same font as per the other ranges felt it did not correspond with the overall look and feel, plus the market it would belong to. This is a perfect opportunity to explore other fonts to really connect all the dots together in this fragrance.

Bottle Design Label: specifically designed to ensure consistency and recognition between the carton and bottle, here presented is a section of the unique Middle Eastern line print on the side of pack to the front of the bottle label. Complimented by a gold foil finish on a lush deep red to enhance the gold foil.