Branding, Packaging, Environmental
This reimagination of fragrance house JoMalone centers around an atmosphere that captures the brand’s rich heritage and unique perspective on perfumery. The new identity challenges traditional luxury with vivid storytelling and anticipates the growing accessibility of beauty through an elevated experience that prioritizes the customer.

︎︎︎ The custom wordmark and monogram are used in contrast and in combination throughout the brand to introduce a contemporary perspective and celebrate the brand’s legacy.

︎︎︎ Fragrance almost always accompanies the remembering or making of memories. Intermediate (or in-between) colors are powerful tools for evoking the other senses. Here, uncertain hues evoke distantly familiar feelings and engage the viewer in this process.

︎︎︎ The reimagined JoMalone is marked by a popup experience called Eternal Springtime. The retail greenhouse instantly envelops customers in a seasoned atmosphere centered around the house’s famously uplifting fragrance portfolio.

︎︎︎ As scent is heavily influenced by personal emotions, everyone interprets fragrance uniquely. To reflect this, customers may select from an assortment of glazing colors and locally-sourced fabric offcuts to personalize their very own perfume bottle.

︎︎︎ Online, the JoMalone platform becomes an educational and experiential hub for the world of perfumery. Users can store their collection in a personal library, learn about the science behind olfactory notes, and further personalize products.

︎︎︎ Superfans of select popular fragrances can fully immerse themselves in an extended range of scented body, hand, and lipcare products, encouraging consumers to view the brand as a lifestyle.

︎︎︎ The analog spray motif used on printed collateral is a subtle reminder of the playful spirit that JoMalone brings to perfumery.