Hilalma

Hilalma, a brand dedicated to creating olfactory experiences that promote well-being, needed a new name and identity that reflected its mission: to awaken happiness through unique aromas. The primary challenge was to distance itself from the minimalist and monotonous aesthetics dominating the wellness sector while maintaining its elegance and premium character.

The challenge was to develop a name and brand identity that encapsulated the idea of the "scent of happiness" while maintaining a connection to its previous name, Alaia. Additionally, the new identity needed to convey empathy, care, and kindness, resonating with its audience and standing out from the competition.

To address these challenges, we created Hilalma’s branding strategy, a name that combines familiarity and novelty while subtly connecting with its former name. This new name and visual identity reflect the brand's essence:

Visual Identity: We moved away from the minimalist aesthetic in favor of a more colorful and dynamic approach, incorporating subtle humor and vibrant design elements that capture the joy Hilalma aims to evoke.

Brand Narrative: The narrative centers on happiness as the key ingredient to well-being, focusing on olfactory experiences that go beyond mere scent, positively and memorably touching the daily lives of its customers.

Brand Expansion: In addition to its own line of fragrances, we developed a strategy positioning Hilalma as a creator of scents for other companies and startups, extending its philosophy of well-being to new audiences.

Result

The new name, Hilalma, along with its vibrant visual identity and narrative, successfully captured the essence of the "scent of happiness." The brand now stands out in the wellness market, not only for its unique fragrances but also for its fresh, empathetic, and dynamic approach, clearly differentiating itself from the minimalist competition while maintaining its premium and accessible character.