Fragrance 00:01

Identity is the set of traits or characteristics of a person that distinguish him or her from others. The limits of identity are marked by oneself, either directly or indirectly.

Our unconventional approach involves users constructing identities from publicly exposed images, allowing others to interpret the context and fill in the gaps until an identity takes shape. This identity, however, may not authentically represent the user; hence, our perfume is designed to “steal you.” Not from your genuine self, but from the societal image that has been constructed around you. It offers a brand experience for individuals to reclaim their true identity, liberating them from societal expectations and enabling a fresh start.

From a single scent, the project spans concept and strategy development, branding, primary and secondary package design, promotional video creation, advertising campaigns, and a comprehensive creative book. The outcome is a dynamic portfolio illustrating the transformation of scent into a complete brand experience, disrupting traditional perceptions of identity
along the way.

PERSONAL PROJECT

Concept & Art Direction
Brand Identity
Editorial Design