Lizy Del BustoSelf-initiated concept · Illustrated label design
Bitch Repellent
Illustrated label design and packaging concept for a fictional fragrance spray.
Project details
Bitch Repellent is a fictional fragrance spray with one job: keeping unwanted attention at a polite distance. The name does the talking, so the packaging had to play it completely straight.
I treated it like a real beauty launch. An illustrated label with a character people remember, a colour system that holds together on a shelf, and a small campaign to take it onto social media.
A greyhound on the label
The label is drawn entirely by hand. At its centre is a greyhound in heart-shaped sunglasses, stretched mid-leap: elegant, fast and completely unbothered, which is exactly the attitude the product promises.
The frame borrows from vintage fragrance packaging: Art Nouveau scrollwork, a decorative crest, a tall arched panel, a PRO seal and a small dated badge. Those old perfume-house codes give the joke a serious, collectible finish.
From line drawing to final label
I started with a single-colour line drawing to fix the proportions of the frame, the lettering and the character before adding any colour. Once the structure worked at bottle size, I built the flat label on top of it, keeping the line quality of the original drawing.
A pink, lilac, blue and orange colour system
Pink carries the brand and makes it instantly recognisable. Lilac softens the central panel so the greyhound stands out, a cool aqua blue holds the lettering and the seal, and orange warms the ornaments. The sweetness of the palette against the name on the front is where most of the humour lives.
On the bottle
A fragrance label design only proves itself on the product. Wrapped around a pink glass spray bottle, the label still reads clearly at hand size and on a curved surface.
Stacked or lined up, the arched frame and the pink turn into a pattern of their own. That repetition is what makes packaging illustration work on a crowded shelf or a product page.
The social campaign
To finish, I took the product into a short Instagram carousel. Bold blue type on pink and sky-blue backgrounds keeps the deadpan tone of a real launch, while the bottle and the label do the selling.