In 2015 I was tasked by Nuance Duty Free with creating a perfume campaign identity which was to be based around Michael Edwards’ Fragrance Wheel. Edwards is a fragrance industry professional and developed The Fragrance Wheel in order to classify notes within olfactory fragrance groups. The wheel consists of 14 sections of which are then categorised into fresh notes, floral notes, oriental notes and woody notes.
The brief proposed using The Fragrance Wheel to promote perfumes in store from the different fragrance groups visually through both print and digital media. There is a lab quality to the identity, as i thought the main purpose of the campaign was to strip the fragrances back to the basics. Mixing this concept with an elegant logo and monotone images gives a clean and overall premium feel. Perfumes are displayed with information cards and tags, print pieces explaining the categories can be used around the store, as well as interactive digital visuals and an app.