Strategy & Execution
We began with positioning workshops to define audience segments, emotional keywords, and category whitespace. These insights shaped a brand platform with messaging pillars applied across product pages, launch campaigns, and in-store storytelling.
Visual Identity
From there, we developed a refined identity system that established clear guidelines for wordmark usage, typographic hierarchy, color direction, and art direction principles. This system helps ensure consistency across all brand applications while providing a structured framework for how the visual identity is expressed in different contexts.
Typography
The typographic direction was built to mirror the olfactory structure of the fragrances themselves. Deep, resinous oud balanced with refined Western notes. Marcellus was chosen for its stately, archival character. Its Roman influenced proportions and carved serif detailing evoke permanence, ritual, and the weight of tradition. It brings a sense of ceremony to product naming and brand signatures. Inter provides the counterpoint. Clean, highly legible, and engineered for modern interfaces, it introduces ease and accessibility. Where Marcellus is emotive, Inter is rational. This balance ensures the brand feels anchored in heritage while articulated with modern precision. Evocative in story, controlled in expression.
Color Palette
Primary tones were selected to establish a foundation of richness, rarity, and material depth. Royale Gold signals value and prestige, Smoked Oudwood anchors the identity in raw authenticity, Silver Dynasty introduces a refined modern counterpoint, and Obsidian delivers intensity, mystery and contrast. The secondary palette extends the story outward. Crimson Reserve brings warmth and sensuality, Midnight Blue conveys sophistication, and Velour Green references the natural origins of agarwood, adding an organic balance to the system.
Packaging Direction
The packaging was developed to align closely with the brand's identity, ensuring that its design, colors, materials, and overall presentation reflect the brand's values and visual language. Helping create a consistent and recognizable experience for consumers while reinforcing the brand's positioning and message through its packaging.
Rollout
The final delivery included a practical brand playbook with reusable templates for social, ecommerce banners, and campaign layouts so the team can launch new collections faster without compromising consistency.