Seelie - How to Sell a Smell?
Imagine this scenario: You're indulging in your favorite TV show, fully immersed in the captivating storyline, when suddenly, a break interrupts the flow. You feel a twinge of annoyance but resign yourself to watching through the commercial. However, as the ad begins, you are drawn into a world of enchantment. Lush forests, a glistening waterfall, and delicate fairies flitting through sun-dappled meadows unfold before you. Two fairies adorned with flower crowns take center stage, casting a spell of wonder with their graceful movements. Amidst this enchanting spectacle, a soothing woman's voice narrates the scenes with genuine and authentic allure, eschewing the usual pushy sales tactics. As the commercial draws close, a graceful display of two perfume bottles and the product's name leaves you with bewilderment and intrigue, as if a touch of magic has graced your living room.
That was, and I imagine many of you, what it was like when watching a perfume commercial. To the average viewer, people might see this as strange and nonsensical. But for me, it was a pleasant change from the usual overwhelming advertising, and it kept me thinking about the mysterious appeal of the perfume long after the commercial had ended. This was the start of my enduring passion for fragrances. I can't help but express my admiration for fragrances. From the scents to the bottle designs, and particularly the commercials, fragrance brands are among the most creative industries in terms of marketing. However, they face the challenge of answering the question: "How do you sell a smell?"
In traditional marketing, it's difficult to describe the components of a fragrance, like oils and botanicals. Instead, fragrance brands focus on selling the feeling and mood of using the fragrance. This is why you see commercials and social media posts showcasing the bottle alongside models or celebrities in exotic locations. The goal is to entice customers by selling them the experience of using the fragrance. With the challenge of selling something semi-intangible, how can you turn it into a design that can capture the eyes and their noses?
Let me show you using a brand that adds some magic: Seelie!
A fragrance brand that enchants you with the wonders of nature!
Like all things, this brand started with an idea. As I considered the vibe I wanted the brand to convey, I reflected on some of my favorite scents. Going through my collection, I found that my favorite scents transported me to the heart of a deep forest. These are fresh aquatics, cedarwood, sandalwood, and zesty fruits. This reflection further reminded me of the wonder and magic of the forest when exploring on a fine sprint day. After researching folklore, I finally came to the name: “Seelie.”
After establishing the name and vibe, I gather images to create a moodboard. Usually, for a passion project brand, I do one moodboard as it usually encompasses what I want in a design. However, I will design boxes for debut scents inspired by the fae royals Oberon and Titania for this project.
Once the moodboards have been completed, it's time to brainstorm; I love using a sketchpad and pencil to get out all of my rough ideas because a physical approach helps me connect with the project better. It is also a way to experiment with font manipulation if needed.
I took the opportunity to add a knot to the letter "S," connecting it with the ends to symbolize the unity of Titania and Oberon. As knots are important in Scottish culture, I added a ring around the "S." For the brand's titles and headings, I used Cinzel Decorative typography to create a fantasy-inspired look, and for body text and longer copies, I used Cardo.
Full breakdown from the logo to fonts to colors.
Now, for my favorite part: Mockups…
Looking good and smelling good!
For Oberon, I selected a vibrant green box adorned with intricate gold vines, leaves, and a charming dragonfly design.
I chose a delicate pink box embellished with beautiful gold flowers and graceful butterflies for Titania.
I love mockups, as they bring the visual identity to life and give the illusion that it’s real! This just remains an illusion for a passion project, but if this were a client project, you would see it on store shelves.
When I was designing this fragrance brand, I took away a lot of lessons and a few vital pointers when you start, such as:
Clearly define the brand's vibe and concept, drawing inspiration from personal experiences and favorite scents.
Develop a moodboard to represent the desired aesthetic and theme visually.
Utilize physical mediums like sketchpads and pencils to brainstorm and experiment with design elements.
Incorporate symbolism and typography that align with the brand's story and inspiration.
Create captivating mockups that reflect the essence of each fragrance, using intricate designs and colors to resonate with the target audience.
With these nuggets of wisdom, you can create a fragrance brand that looks as good as it smells.
