neo logo on concrete wall
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neo
perfume / speculative design
award-nominated project: elisava professional awards 2022
neo exists in a society in which there are no labels, therefore the concept of gender does not exist either. each individual expresses themselves as they feels inside, leaving behind any prejudice that existed in the previous society (probably the one in which the person reading this text lives). in the utopia proposed by neo, beings live free from ties and free to be who they want to be. each person exists in their full splendor surrounded by a community of people who support them to live authentically. this world that we propose is as if it were taken directly from a utopian science fiction movie where everyone lives happily but it really is an exercise in reflection for the society in which we find ourselves today.
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neo is not just a perfume brand, neo is the beginning of a new way of circular consumption, of a more sustainable world that makes us question all the decisions we make and how they can impact the state of our planet. that is why we present a world in ruins with an impressive source of crystals that gives us the hope that now more than ever, we need, that although everything is going astray we are always in time to reevaluate our situation and take action upon it.
neo is accompanied by a powerful discourse on the new values ​​of humanity, a humanity that has left behind all the prejudices and greed of the past and that makes way for a new society where harmony is possible. it tells us about change, progress and community work to build a better world. it is this world that will house the future of society. this is a community that constantly aspires to the prosperity, tolerance and well-being of our planet.
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the tone of our fragrance is undeniably linked to this strong message that you want to convey to your audience. neo is vindictive, although it leans slightly towards the utopian. these high and clear values ​​define the perfume. its powerful speech of evolution in search of a better world might seem impossible today, however, neo seeks to inspire its audience to adopt these values ​​of claim and progress to achieve this long-awaited prosperity.
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the user makes a pilgrimage to this wonderful place, where they are welcomed by the great fountain, made up of ancient neo-fossiles, embedded in a rock from which precious and brilliant bluish minerals come out. at the top of the fountain there is a large cluster of these pointed precious stones where the perfume comes out directly from in the form of a jet.
our visual universe is based on the premise that the world as we have known it until now has disappeared, and that only the ruins of what our society once was exist. we place this new world in a rocky and arid environment, similar to the desert. the ruins of the old society have been preserved and incorporated into the architecture of the neo society with a message of sustainability and learning from the past in order to improve the present and future.
neo's packaging is a rock from the source from which the perfume comes. there is not a single packaging but each bottle is different. it is a holed rock from which come the same opal crystals that emanate from the source with possible fossilized technological remains embedded in the stone. users who are going to undertake the pilgrimage to coober pedy to obtain the perfume can also choose to bring their own container with them since one of the fundamental pillars of neo is sustainability. the fact of taking a piece of the fountain with them makes them really take away a memory of that experience and that it is an exclusive object that they will have to take care of all their lives. in the new era there are no factories and everything is born from the recycling of the remains of the now fallen technological era, therefore it is very important to take advantage of the resources provided by the remains and nature in order to remain sustainable as a society.
in collaboration with: marina cabezas, frank cala and maria benavides
project nominated for the elisava professional awards 2021