Acqua di Parma, the trademark embodied in Italian lifestyle, has chosen the creative vision of artist Clym Evernden to rephrase his iconic fragrance Colonia in a unique and original way.
Clym Evernden is an eclectic protagonist of contemporary art scene and award-winning artist and art director for some of the world's most prestigious brands. He is renowned for his brand fluid and graphic black ink lines that characterize his signature style, as well as his boldness and brilliant use of color.
In an interview with artist Clym Evernden is an award-winning artist and art director with a unique creative eye. His signature ink-based style has been developed to include mixed media, animation and set design. A graduate from Central Saint Martins studied Clym BA Fashion Design Women's Clothing before working solely as an artist.
Why Acqua di Parma?
I have always loved the brand Acqua di Parma. Italy is one of my favorite holiday destinations, and the brand embodies the style, sophistication and intoxicating atmosphere of the parts of the country I love. It is very important for me to collaborate with companies that have a genuine and authentic product and history behind the brand. I also felt that for a company with such a strong and established visual identity it was an honor to be asked to present my own hand and collaborate.
What does Acqua di Parma represent for you?
In addition to the product range, Acqua di Parma represents a desirable lifestyle. The atmosphere of the brands evokes discreet luxury, a degree of refinement without being clogged or elitist, which I think is very modern.
What were you inspired by? What is the inspiration behind the project?
Italy, especially the spacious and airy feel of the palace buildings, the shutters and the natural light that fills in from the outside. The thought of rolling gauzy curtains and the hearing of the birdsong out, maybe to see some swing darts past the window. Brightness, the romance of fantasy. Something that makes people smile. I tried to express something artful and fresh.
How would you describe the decorations along the pack and the bottle?
The design of the bottle shows the bird character that I created with different activities and scenarios. I developed the character of showing small stories of happy experiences, at a time when the bottle he skips, then shopping, lies on a windowsill that admires the view. I wanted the design to flow from one stage to another, so the lines of the brush stroke create some kind of organic rhythm around the bottle. I also wanted to produce a magical feeling where the bird switched between land, sky and stars. On my back of the bottle is my signature. The packaging design shows the bird character as more of a continuous repetition print, bounded by my signature, which creates a kind of graphic motive among the repetition.