Westside is the fastest-growing retailer in India. When updating their destinations range—they sought direction on bottle form, design, and concept. The range was to target young adults (Gen-Z) and needed to capture attention in the stores’ impulse sections. This young market consumes media from across the world, and Westside needed to elevate its product design language in line with global standards.
For ‘Cities’ fragrances, we developed a design system to capture a joyful summer getaway. Our solution was based on “collectibles” inspired by location—using form, colour and typography to deliver unique designs—encouraging multiple purchases.
The design avoids typical travel tropes—leaning into aesthetic trends like maximalism and expressing the cities through a new custom-designed “cute” bag-sized form. Using bold colour blocking and eclectic typographic treatment, the fragrances jump off the shelf in a crowded retail environment—modernising the Westside fragrance retail experience.
Since launch, the range has seen 15% growth and 30%+ sales increase in key SKUs.
Selected Clients
Google
Nike
Woolworths
Macro
QV Melbourne
Burwood One
Mirvac
Westside India
Zudio India
Eva
Art of Soule
Play-ground Coffee
Total Fusion Platinum
Tourism Victoria
JCDecaux
Open House Melbourne
Linda Boronkay
Genius Childcare
Mayfield Childcare
The Next Step
Hale Gym & Spa
Accor Hotels
Little National Hotel
Osborn House
DOMA Hotels
Hotel Realm
Louis Restaurant
Med Restaurant
The Alby
Leyla Bar
The Motley Hotel
Evra Restaurant
Dexus
GPT
ISPT
Cbus Property
Charter Hall
Stockland
Colliers
Grollo Group
DOMA Group
Cavcorp
Hesperia
Amber Property Group
