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Why I chose the brand？
I chose Etat Libre d'Orange's "You Or Someone Like You" because it holds a deeply personal meaning for me. It’s not just a scent; it’s a story about memory. The name itself—ambiguous and longing—feels like a film title waiting to be visualized.
Narrative + Visual Design Direction:
My concept is "The Scent Architecture"—using fragrance notes to reconstruct a fading memory of a person.
Visual Logic: I visualized the perfume's structure literally: The cool Mint top notes become a pool filled with leaves; the Rose heart notes transform into an underwater bloom.
Narrative: It follows a protagonist trying to "distill" a lost lover from these elements, only to find that the scent itself is the only ghost that remains. It’s a visual poem about how smell is the closest thing we have to time travel.
Magical stuff!
Thaks:)
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Nocturne is a self-initiated fragrance house I built from the ground up, treated with the same process I'd bring to any client: strategy first, then design.
The brief was familiar: a fragrance inspired by the city after dark. Most fragrance branding solves that with common approaches such as moonlight, mystery, or gold foil details. I wanted to solve it with something more specific: what does after dark actually look like in an urban environment? Concrete, streetlight, wet pavement, the quiet stretch between one train and the next.
That question shaped everything downstream. An archetype chosen deliberately against category convention, Creator and Explorer rather than the more expected Lover or Magician. A material-first approach to the bottle and packaging. Sandblasted glass, a textured concrete-like cap, no gold, no ornament. And a running checklist I held every decision against throughout the project.
The case study covers the strategy behind Nocturne, not just the finished system: positioning, personality, the reasoning behind each material and typography choice, and how those decisions translated into the bottle, packaging, and campaign work.
I'd love to hear what you think, especially if you enjoy seeing the thinking behind a visual identity as much as the final result.
Good Work!
New cover, new visual taste test.
As a visual director, the hardest choice is choosing between your own creations.
Two covers. Two directions. One choice.
Which one gets your vote?
34 voted
79%
9 voted
21%
43 votes
Closed
the blue background makes the orange shapes pop
A or B? 😇👈
Which design delivers the better luxury feel and overall visual experience?
3 voted
17%
15 voted
83%
18 votes
Closed
Option B feels more luxurious to me—the watch gets a clearer hero moment and the warmer accent adds just enough energy against the dark field. The typography and product scale also make the comparison feel polished.