TRIBÙ — United Colors of Benetton

Launched in 1993, Tribu was a landmark fragrance collection from United Colors of Benetton, and one of the first perfumes in the world not tested on animals. The range extended beyond a single fragrance into a complete product line encompassing parfum, eau de toilette, soap with a pumice stone base, and more, each requiring its own considered design solution.

Giorgio Baravalle, de.MO founder, collaborated across multiple years on the complete design of the Tribu collection for its global launch, encompassing product design, packaging, promotional materials, and advertising, fragrance packaging design and product design work developed with designer Tomatsu Yagi, legendary creative director Oliviero Toscani, and the incomparable Tibor Kalman, the bottle became an object of design in its own right: distinctive, sculptural, and immediately recognizable, the system extending coherently across every product in the range. The campaign won two Clio Awards, among the most prestigious honors in advertising and design.