Indinoir aimed to create perfumes for customers who seek similar scents and an olfactory experience to more luxury perfume brands such as Ralph Lauren, Dior, Gucci, etc. but without the hefty price tag. They wanted to provide customers with a good-quality, long-lasting and daily wear olfactory experience that is budget-friendly. Many of their customers were young career professionals who were open to experimenting with different notes, gender-neutral scents and unconventional ingredients. These were audiences that wanted quality-assurance while investing in an affordable product. 

 

Indinoir needed to articulate their strategic goals, craft a story and elevate their brand experience. Due to lack of clarity on their strategy, the brand did not have a consistent visual identity that communicated its brand personality, hence failing to create association and recall with their label. While the brand had some loyal and dedicated customers of their perfumes, Its current visual identity and brand positioning lacked sophistication and reduced trust among potential new customers. 

 

Additionally, the packaging design of the brand was created internally by the founders in an ad-hoc approach, which meant that the design did not lend itself to the personality the brand hoped to create for its audiences

 

Their UI/UX of their website was clunky, with all perfume options presenting audiences with an overwhelming number of choices and lacked a coherent filtration system that allowed users to find a preferred perfume easily or understand the differentiating characteristics among all 45 perfume options. 

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The solution

 

Working closely with the Indinoir team, I created a whole new visual identity and brand personality for their label. I gained clarity on their mission, vision, values, and their target audience in order to determine the best approach for their rebranding. 

 

I began by establishing that Indinoir needed to shift from a more mass-market product approach to a more bespoke, premium brand if it wanted to attract new customers who could trust the quality of their perfumes.

 

I created the packaging in a sophisticated black with art deco line illustrations that depicted the inside of a lab, emphasising the label’s scientific and experimental approach to bespoke perfume making, I contrasted the labels of the perfume bottles from the more detailed main packaging by using a variety of soft two-toned shades and minimal motifs. I created personalised labels with art deco illustrations to accompany each custom order placed. 

 

I crafted a brand story to communicate the how and why of what they do. For the website, I redesigned the architecture by making a new sitemap that simplified all their products, and made it easier to find families of scents that are similar to one another. On each project page, I created a more accessible and readable infographic of all the ingredients in each scent, giving customers the information they need to make a decision in a more palatable manner.