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Exploring concepts for an independent, concept campaign project.
Tenth Muse is a London-made, solid perfume brand. One of the vessels is called Matcha. I've started to explore a matching solid perfume balm called Soft Matcha.
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It was such a fun and cute project to build, but seeing the brand sell out upon launch made it even sweeter. That’s when you know the vision worked.
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Heritage Fragrance Identity
Hekaya — حكاية — means story. It's born from the sea, the smoke, and the memory of scents passed between generations: a fragrance house that doesn't sell a product so much as keep one.
The identity was built to be remembered rather than consumed. A bilingual wordmark lets Arabic and Latin share a single breath. Illustrated engravings, drawn from courtyard and coast, carry the hand of old print traditions. A palette of indigo and desert light holds the whole system in quiet composure — the tone of something made to last, not to pass with the season.
Across packaging, art direction, and applications, every mark and material was chosen to linger the way a scent does: long after the last drop, the story remains. Told twice. In one voice.
This is beautifully crafted. I really like how the identity is rooted in storytelling rather than just aesthetics. Every visual element feels intentional and reinforces the brand narrative
