Greed in use for Delulu, the fourth perfume made by .Oddity Fragrance in Hong Kong. The packaging was designed in-house by .Oddity Studio. A scent for grown-ups who don’t want to be grown-up – playful, pink, and just the right amount of sour. Capped with old toys, collected from forgotten corners of Hong Kong.

Serge Lutens “Bell Jar” fragrance packaging (c. 1992 – c. 2000)

Serge Lutens is an iconic niche perfume house with a devoted following. The fragrance line that bears the founder’s name was born of a series of collaborations with Shiseido, a Japanese cosmetic company. After Lutens served as olfactive director for such fragrances as Nombre Noir (1982) and Féminité du Bois (1992), Shiseido opened Les Salons du Palais Royal Shiseido to sell his fragrance creations in a Parisian boutique.

Over the years, the specific branding of these fragrances has transformed as the Serge Lutens brand gradually replaced the Shiseido labeling. The fragrances themselves remained consistent.

There have been two major revisions to primary and secondary packaging for a total of three distinct presentations. The initial packaging featured a color scheme of ivory and two shades of violet. The details on the box and label featured Shiseido, the brand’s corporate typeface with the distinctive S glyph for any occurrences of this letter in the fragrance’s name and Palais Royal Shiseido Paris. The volume declaration uses Optima, partly with stretched proportions.

The first revision occurred c. 2000 and introduced a major redesign. The color scheme was switched to black, ivory and grey and Serge Lutens’ name appeared on the packaging along with a stylized rendering of the façade of Les Salons du Palais Royal Shiseido. All text on the packaging is rendered in Cochin. Again, the scaling of glyphs in the volume declaration has been adjusted; in this presentation, the horizontal scale is set at 50%.

The second revision occurred in 2010. Compared to the previous revision, this revision is less dramatic. This version also features the most typographic variety. The color scheme was adjusted and elements that had previously been ivory have been changed to a light violet. Serge Lutens is rendered in Nicolas Cochin. The fragrance name is rendered in Caslon Openface (Bitstream’s version). As there is no italic or oblique version of this typeface, the glyphs have been sheared at approximately 15 degrees to simulate italics. The rendering of the Palais Royal Shiseido has been replaced with a stylized rendering of Serge Lutens’ initials. The text below this logo reading “Paris” is rendered in Nicolas Cochin. The fragrance concentration and volume disclosure remain as they were in the previous design, rendered in Cochin with the scaling of glyphs in the volume declaration still adjusted to a horizontal scale of 50%.

Serge Lutens “Bell Jar” fragrance packaging (c. 2000–2010)

Serge Lutens “Bell Jar” fragrance packaging (2010–)

A Girl in Capri fragrance by French fashion house Lanvin conveys the carefree atmosphere of Mediterranean summer holidays. It’s the scent of playful, daring femininity, where citrus and bergamot reign supreme.

Golden Plains, created by BLKBK, used for both the bottle’s logo and packaging, beautifully reflects the essence of the fragrance. The font is defined by lighthearted strokes and imperfect contours, bringing to mind the authenticity of a handwritten note or a casual journal entry. This informal elegance tells the fragrance’s story – walking under the Capri sun, feeling the sea breeze, and reveling in the scent of fresh citrus fruits.

The pairing of Golden Plains with the modern sans-serif typography of the Lanvin logotype adds a layer of sophistication to the design. The script’s curves balance the more structured elements of the logo, emphasizing the fragrance’s dual nature: youthful spontaneity and quiet luxury.

Ormaie is a French fragrance brand founded in 2018 in Paris. Their latest release is a new concept of refill ampoules filled with fragrance made to refill regular perfume bottles. The font is Ormaie, made by Hugues Gentile, a custom font made at Production Type in 2018. On his website, he comments on the creation of the typeface.

From the graphic designer’s sketches, I designed a typeface packed with alternates to enrich the brand vocabulary. The design takes its roots in the Art Nouveau mouvement but with a more contemporary twist.

The ampoule displays the name of the fragrance screenprinted in full caps with interesting ligatures. The front of the box is set in full caps as well, hotstamped with a black foil.

Concept, packaging refinement, and photography by South Studio for Dan Carter in collaboration with Chemist Warehouse. Dan Carter has produced a fragrance called DC10 Sport with all proceeds going to the DC10 Fund and UNICEF. TWK Lausanne by Nizar Kazan in use.

A beautiful bunch of typefaces has been assembled around the new visual identity of Los Angeles-based J.Pera. ABC Whyte by Dinamo Typefaces is paired with Lothian Sans by Boulevard LAB for running text, while G2 Ciao by Gruppo Due defines a unique visual aura next to other unconventional (custom-drawn) headline styles. From the studio website:

J.Pera is a small-batch hand-made fragrance studio based in Los Angeles. It was founded in 2020 by artist and lead scent-maker, Jill Zachman. Joining Jill is the creative director and co-scent maker Carlos Avila; together, they form a partnership that develops intriguing narratives that serve as the foundation for innovative scent products with bold designs for intrepid people of all backgrounds.

Sainte Colombe is the typeface chosen by POST for the packaging and the website of Evermore London Candles. The delicate serif by Production Type appears in raised caps to present the fragrance names on the colored boxes. It’s contrasted with a logo set in the sans-serif LL Brown. Sainte Colombe also serves on the website, where it’s used for body copy in journal posts and for description texts in the online shop. Here it’s combined with Suisse Int’l (headings) and Courier New (labels and buttons).

Aina Studio is an experimental, all-natural fragrance studio based in NYC. The brand's ethos is all about the beauty and simplicity of nature. From its branding all the way to the ingredients; everything is simple yet sleek and design-oriented.

All of the company's branding and product design was created in-house in 2018 by it's sole owner Taylor Cook. Her choice of using fonts Divulge and Balboa together was no coincidence. The combination of Divulge's ability to be slightly playful, organic, current, and on-trend, coupled with Balboa's command of high-end aesthetic create the perfect formula for this mid-priced fragrance company.

Tangent GC is a Scandinavian company developing organic garment and shoe care products that intend to ensure longevity. The company’s brand identity, a simple utilitarian typographical expression, designed by Essen International, delivered a sense of information clarity through the rejection of superfluous visual language or superficial graphic detail and divided content only by the typesetting of Akkurat Mono.

Venturing into organic personal skincare, Tangent GC worked with London-based Carl Nas Associates to build on the visual language laid down by Essen International, with a similar approach to packaging, whilst introducing a beta version of Akkurat Mono Bold and a launch campaign of dynamic image that makes a connection with the brand’s beginnings, visualising fragrance as swirling fabric.

Read more about this project on BP&O.

LA-based designer Paul Hutchison created this identity for 786, a cosmetics and fragrance brand in Dubai. Luxury Gold is a perfect fit.