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Functional fragrance is getting louder.
Sleep scents. Focus scents. Relaxing room sprays. Mood-boosting diffusers.
The problem is not the idea. Scent does affect how a space feels.
The problem is when the brand stops at the claim.
“Calming” is not enough.
“When do I use it?” matters.
“Where does it live?” matters.
“How strong should it be?” matters.
“Does the format make sense for the promise?” matters.
A pillow mist, a car diffuser, a body spray, and a home device cannot tell the same wellness story.
If a fragrance brand wants to own a function, the ritual has to be designed as carefully as the scent.
Otherwise it just becomes another pretty label with a soft word on it.
The network for creativity
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The new moms Heidi works with are hyper-aware they're creating memories at every step of their parenting journey, so providing visual cues that demonstrate this desire in real time was a huge win! The Finish Layer tools help us tell this story in new and engaging ways, while supporting the narrative arc at play in our webcopy (the place I start in all my projects).
What at first felt like 'lack' ended up being the unifying element behind this brand, and Squarespace's Finish Layer tools made implementation all the more successful.
Check it out for yourself! www.wildbellypdx.com
Nordmørk — Independent Watchmaking Brand Identity
Nordmørk is an independent Norwegian watchmaking concept built around one idea: the whole only reveals itself up close.
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View the complete project on Behance:
https://www.behance.net/gallery/253190619/Nordmoerk-Independent-Watchmaking-Brand-Identity
So good!