Established in 2008, Libertine Parfumerie is an Australian fragrance emporium and home to the world’s finest fragrance collections and niche perfume houses. Catering to both connoisseurs and newcomers alike, Libertine is the place to learn and luxuriate in all-things fine-fragrance.

Services

  • Brand Identity
  • Brand System
  • Graphic Design
  • Logo
  • Packaging
  • Print

Credits

Photography: courtesy of Libertine Parfumerie and Tamsin Johnson
Typography: ABC Marist (Dinamo), Kommuna (The Temporary State), IBM Selectric Light (Aleksandar Stevanov)

BRIEF

Coinciding with the opening of a new Libertine boutique in Paddington, Sydney, designed by Tamsin Johnson, Libertine Parfumerie was looking to refresh the brand with a new identity to take them forward as they continue to grow.

The rebrand needed to establish Libertine as an aspirational leading voice and reference for niche perfume in Australia. It should be timeless, and reflect the premium product and exceptional service offering of Libertine. The brand should feel elegant and sophisticated, with a nod to the history and craftsmanship of fragrance.

As a fundamental expression of the brand identity, the packaging suite should be the culmination of the luxury experience and service offering of Libertine Parfumerie.

RESPONSE

Looking into the rich history of fragrance led us to discover parallels between scent and music. Like the notes of a musical scale, fragrances are carefully balanced compositions and orchestrated formulas, layered and arranged to produce harmonious melodies.

Conceptually this informed the new identity for Libertine Parfumerie. Drawing from the vernacular of musical notation, we created a custom wordmark with timeless elegance. Further layers of dynamic typography nod to the eclectic flair of centuries-old perfumes and the oscillation of fragrance.

A series of six coloured blurs represent notes on the fragrance wheel and speak to the invisible nature of fragrance as something that can be experienced, but not seen. The shifting colours nod to the lifecycle of a fragrance as it evolves to reveal different notes over time.

The experience of fragrance comes to life further in the packaging suite, with blurs applied to wrapping papers and gift boxes. Embossed details, textures and embellishments add layers to the unboxing experience, tied together with ribbon and a custom wax seal of the Libertine expression.

OUTCOME

The Libertine Parfumerie brand culminates in a symphony of elements, creating a curated unboxing experience that encapsulates the expertise and sophistication of the brand’s niche fragrance offering.