What is Memi? Memi could be defined as a collective creative lab that is open to everyone and in which kids are the basis of every creation. Taking kids ideas as a starting point, a group of professionals develop a final artistic project, a product which benefits are completely aimed to Bicos de Papel, an organization that helps children with cancer in Vigo’s Alvaro Cunqueiro Hospital. Our client, Zelnova Zeltia, through its brand A tu Aire, wanted to do its bit by creating a charitable fragrance.

The first step was to decide the fragrance. Zelnova created three different aromas from which to choose from: sugar, creamy and sweet, but making a decision was so hard we had to call the experts, and we have this video to show you the experience.

The winner was Sugar, with a 39% of the vote and it is inspired by the aroma of the classic strawberry lollipop. More than 400 school-aged kids from Vigo tested all of the fragrances. “Kids are the main focus of Memi’s educational project, so, kids had to be the stars in the choosing process” explains Adrian Salgado, Zelnova Zeltia’s marketing manager.

Once chosen the aroma, A tu aire Memi needed a nice outfit so we got to work and designed the packaging.