All Good Scents’ mission is to create the first contemporary perfume house in India. Historically and culturally Indians are very keen on fragrances and perfume usage. However the usage is either restricted to natural elements or locally produced scents. All Good Scents hopes to create a niche for chic products with global appeal.

A strategic analysis of the client revealed the importance of showing the fresh attitude of a new brand to the market, whilst also establishing the credibility that an old family dedicated to perfume making brought to the product. Accordingly, we created a simple, rational and easy to recognize symbol, deprived of classic decoration. By including an extra horitzontal stroke, the initial ‘A’ of the name was turned into a perfume pyramid, the structural device which is the basis for all perfume formulas. Centered typography with a rounded light font positioned the brand as a contemporary, style conscious player.

Along with the corporate identity, Mucho helped All Good Scents to develope a brand architecture scheme for the perfume brands, helping to establish a communication structure and thus correctly convey each perfume’s nature and identity to their established consumer target.

Starting from the Essentials Range, the packaging for the perfumes was produced.

Essentials is a perfume range which consists of four perfumes for women and four for men. Being this the basic range of the brand, the idea was to generate simple pictographic illustrations which would add meaning to each perfume’s name, as well as offer an element for the brand’s vision on perfume: a volatile element of lifestyle. The pictograms are worked through blurring techniques to generate an esthetic proposal which explores the contrast between what is solid and what becomes a more aerial state of the illustration. Colours were worked to match with the color of the perfume itself.

Following on from the Essentials, four more perfumes were designed, each with its own identity, in tune with their more premium nature.

Lolette is a playful eau de parfum, aimed at young outgoing women. It’s image is created through digital strokes of colour, with a particular 80’s palette, alternating solid ink strokes with halftone graded ones, to generate a canvas of colour and fun. The bottle was tinted matt glass, wereas the cap is a slight touch of transparent pink.

Urban Nights is an intense eau de toilette for men dedicated to the young professional. In this case the elegance of the tweed suit texture was counterbalanced by the use of strokes of fluorescent colour, to obtain a contemporary visual formula, matched by a dark matt and rounded bottle.

Arise taps into the classic nature of the perfume through a particular grading technique to reproduce an earthy colour rise. This adult palette generates a calm flow of chromatic variations turning the box into a rich but balanced field of colour, which could appeal to an audience of mature men.

And finally Evoque is a homage to the timeless beauty of the grown up woman. Aiming at approaching classicism, the graphic image of this perfume inherits the 20’s art decó white, using gradings to obtain a sculptural fan-like pattern. A touch of gold, both in the box and the bottle is the only colour, the whole récipe seeking to reflect the subtle intelligence which only experience can obtain.