Analyzing fragrance brand art direction from @orenmeetsworld
The creator poses the question of how to creatively direct a scent, then analyzes the art direction and branding strategies of four different fragrance brands: D.S. & Durga, Maison Margiela's Replica, Etat Libre d'Orange, and Documents. He uses visual examples from their campaigns to break down each brand's unique approach, from storytelling and multi-sensory experiences to conceptual and traditional aesthetics, before asking viewers to share other examples.
Creator: @orenmeetsworld on Instagram
Transcript
How do you creative direct a scent? These are four of my favorite brand approaches. Yes and Durga treats perfume as a world you can return to over and over. Each scent has a personalized backstory, and they bring in other senses, both with their art and musical playlists for every fragrance. Whereas Margiela's replica takes a conceptual approach, recreating specific kitschy moments from baths to walks to jazz clubs with imagery that's so stock and on the nose that serves no artistic purpose exce
Topics: Branding, Art, Marketing, Design
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