“Following in the incredible success of his Collection scents, John Varvatos debuts the first ever fragrance under John Varvatos Star USA. The concept and designs for the bottle, packaging and campaign were created by New York agency YARD—led by Executive Creative Director, Stephen Niedzwiecki. YARD has partnered with John Varvatos and all of his brands for over 7 years.”

“Concept inspiration was culled from a wide range. Poison vials from the early 1800’s provided a key inspiration. A modern edge was found through military details, and an influence from old beer and farm goods packaging added warmth. An industrial hinge mechanism on the lid was devised to serve as both an important branding detail and an innovative solution—a way to keep the cap attached to the bottle when it is removed by consumers, who want to test it at retail. The bottle was designed in 3 sizes.

Well-structured, yet laidback and a bit irreverent, this fragrance was meant to appeal to a slightly younger customer than Collection—but able to be appreciated by all. John Varvatos Star USA “The fragrance for your sixth sense”. ”

Designed by Yard, New York City

http://www.thedieline.com/blog/2011/9/26/john-varvatos-star-usa-fragrance.html