Blocs De Parfum

Dragon Rouge Firestarters 2025

The mission

Create a collaboration between two unlikely brands, services, products, or apps to create something new that will excite new audiences.

The solution

Blocs de parfum is a fragrance bottle, designed to be versatile and personalised, born from a collaboration between LEGO and The Bach Centre, targeted at 13-18-year-olds.

Bach remedies are individually housed in sleek LEGO block vials, with a smooth mechanism allowing them to interlock with other vials and connect to the atomiser. Users can easily choose what Bach remedies suit their needs online, and the modular LEGO-style system allows them to interchange scents effortlessly, quickly and portably.

See the YouTube advert

The insights

Teenagers often experience declines in confidence and self-esteem. Partly because their prefrontal cortex, responsible for behaviours like reasoning and emotional regulation, is still developing. During this period, teens navigate significant change and social dynamics. In recent years, The Prince’s Trust also found that 52% of young people have lost confidence due to the pandemic.

(The Youth Fairy, 2024) (The Kings Trust, 2021)

The stratergy

My research stratergy was focused on convenience, prioritizing ease of use for teenagers, leading me to conceptualise portable and quick-acting products. This line of ideation directed me towards fragrances, and I discovered that scents pass through the brain’s limbic system, which regulates emotions, indicating that certain smells can help address confidence issues.

(Walsh, 2020)

Through iteration and feedback, I found The Bach Centre, which provides remedies designed to help with specific feelings. To introduce convenience and style, I settled on LEGO to house the scent vials, as the brand appeals to a wide-ranging target audience.

Process highlight

When constructing the bottle in Blender, the colour of the vials was a key hurdle to tackle, and experimentation was vital.

Using each scent as a different colour, which fades into a darker version of itself, was the solution. Each smell was distinguishable by colour, making identification easy. This gradient template also ensured gender neutrality and age impartiality while giving the bottle a premium feel, fitting with fragrance bottles in the existing market.

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