The Ralph Lauren Company was looking for a new, hip and youthful brand to appeal to a unisex, primarily younger audience (18-35) for its newest branded fragrance "Creativity". Cliches needed to be avoided and it wasn't to be like other past brands the company had released. I found that a matte, papery texture to the box as well as a frosted, gritty texture to the glass was on point for both the product and the brand.