Revitalising London's oldest independent perfumery
We created a new brand identity for Les Senteurs, London's oldest independent perfumery founded in 1984. Dedicated to the art of perfumery, Les Senteurs seek out the best scents from around the world. Built on an established, reputable family heritage it was time for Les Senteurs to revitalise the brand signature.
We recognised the brand equity and heritage within the existing identity, however it lacked clarity, confidence and was restrictive in usability. We reflected the sensorial, creative and crafted attributes of the brand in our design evolution.
Addressing the hierarchy we re-aligned the icon, we gave the brand name the breathability and status it deserved. We simplified the icon to 3 floral bulbs, refining the curves, focusing on fluidity and balance. The icon is controlled, crafting the roses for an overall consistent feel, while ensuring the petals and leaves still felt organic. Representing the perfume essence, the signature droplet was applied larger at a dynamic angle.
A central VM table takes centre stage in the space and connects the three display areas. This table showcases the bespoke 'Senteursystem' which enables customers to delve deeper into their favoured scent family.
The store design creates a neutral backdrop to house the different brands, using gold accents to create a luxurious feel. The main cabinetry is simple and timeless, showcasing the perfume bottles. These are complimented by dark wooden cabinets with heritage style detailing creating a change of pace and a warm and welcoming feel. The cash desk is located towards the back of the store heroed with gold textured wallpaper. The sensory store design now reflects the Les Senteurs exclusive brand experience.
Alongside this we introduced a new sophisticated and luxurious tonal colour palette allowing for creativity and surprise. The outcome was a sensitive evolution creating an identity that Les Senteurs’s loyal following would recognise.The retail packaging and brand stationery has a tactile approach; with the tonal palette and gold foil creating a premium and luxury feel emulating the exclusive Les Senteurs brand experience.
The new store design is defined by the concept of the scent of discovery, elevating the exclusive, luxury consultation that Les Senteurs offer. The shop exterior stays true to the brand’s heritage applying the brand blue. Within the 400sqft store there are three display areas: emerging, established and classic, for customers to discover and a private VIP area downstairs, allowing personal one on one consultations.
Retail Strategy, Environment Design, Brand Identity, Brand Guidelines, Retail Packaging
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