Moonshine is a new independent cologne featuring simple packaging that makes use of great textures.
bottle are represented, such as the cheetah print and skulls with
hearts for eyes, according to Bukowski, whose company worked
with Buckle on several other scents including Affliction, Buckle
Black and Crash & Burn.
Another fashion retailer, Styles for Less, is also dipping its feet
into fine fragrance, with Crush by SFL, a new scent that hit the
company’s 130 stores in late July.
This Anaheim, CA-based retailer, which offers “
fashionably-affordable”clothing, shoes and accessories for juniors and women,
needed to stick to a tight budget so that the price of the fragrance
would mirror its own position in the fashion marketplace.
According to Amy Wilson, marketing manger, Styles for Less,
what makes Crush by SFL special is the scent (a sweet floral), the
price ($9.99) and the overall aesthetic.
According to Wilson, the bottle was perfect because it mar-
ried a“great size at 1.7 fluid ounces, yet still maintained a sleek
compact shape for our customers to slip in their handbags for
on-the-go touch ups. Also, the bottle itself has a nice feel in your
hand and the curvy silhouette is undeniably feminine, like the
The design team incorporated elements of the Styles For Less
brand into the design of the bottle and packaging.
“The heart has become a staple symbol for the brand as it
adds a bit of freshness to the acronym SFL (Styles For Less),” said
Wilson.“The lace-like damask pattern that wraps around the bot-
tom of the bottle and runs up the sides of each box was borrowed
from our new direction for store
design which offers a boutique-
like feel. And, of course, we in-
corporated our magenta, which is
the official color of the Styles For
Less brand because it is both bold
and feminine, like our customers.”
“At the onset of product de-
velopment, Styles For Less was
committed to offering a great
value to our customers,” she
said. “The price point of $9.99
for a 1.7 fl. oz. presented an
opportunity for us to be as cre-
ative as possible while working
within the limits of pre-fabri-
cated components. We knew if
the scent was fabulous we were
off to a great start and we could
work to get the other pieces to
Matching customers’ expectations on price was imperative for
Styles for Less, noted Wilson.
But securing packaging components that work with the juice
and the brand can be a challenging process, as executives
at independent fragrance house East West Bottlers LLC can
attest. This Dallas-based startup ran into a glitch when it
searched for a partner to pack its debut product, Moonshine,
a cologne that features notes of gin, black pepper, leather,
tobacco and patchouli.
“We wanted to find a bottle that evoked the same aesthet-
ic of our namesake—Moonshine, a gentleman’s cologne. For
us, that meant finding a bottle that shared a similar, flask-
like quality that remained beautifully simple. Our clear glass,
flask-shaped bottle perfectly captures the essence of our
juice,” said Matthew R. Moore, owner.
And while Moore and his team (which includes fellow University
of Georgia graduates Charlie Holderness and Colin Newberry) were
ready to pull the trigger on a flacon, the supplier wasn’t.
“We had settled on a bottle manufacturer only to find out pri-
or to manufacturing that they couldn’t meet our time frames and
order request. It was a huge setback, but in the end we ended up
finding an even better partner to make an even better bottle,” he
That look—a simple flask-like bottle—clearly speaks to the
essence of the cologne’s positioning, but executives wanted the
packaging design to take it a step further.
“In addition to the actual look of the bottle, we also wanted
the ‘use’ of the bottle to inspire an experience,” said Moore. First