The Scent Shop
A luxury fragrance brand identity built from the ground up — from strategy workshops to a 60+ page guideline, operating across English and Arabic markets.
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@thescentshop
Summary
The Scent Shop is a luxury fragrance and perfume retailer that needed a complete brand identity from the ground up — one that could feel elegant, premium, and story-led while working seamlessly across both English and Arabic markets.
I developed the full brand identity system, from strategic foundations and visual direction through to a 60+ page bilingual brand guideline. The goal was to create a refined, flexible identity that could translate across every customer touchpoint, including packaging, signage, print collateral, social media, and digital storefronts.
I was responsible for:
- The brand strategy and visual direction, including workshops, research, stylescapes, and brand keywords.
- The complete logo system, including wordmark, monogram, icon, and secondary logo variations.
- Brand applications across packaging, business cards, letterheads, shopping bags, billboards, signage, social media, and digital assets.
- A comprehensive 60+ page brand guideline that supported the brand's rollout across all major touchpoints.
Problem
No brand identity
The Scent Shop had no brand identity, visual language, or strategic foundation to work from.
Dual-language requirement
The brand needed to operate in both English and Arabic markets, requiring a dual-language system that maintained visual integrity across both scripts.
Wide application surface
The identity had to translate from logo to packaging to shop signage to social media.
High cognitive load
UI clutter slowed users down and made the payment flow feel heavier.
Process
- Facilitated brand workshops with the client to define their voice, values, and positioning.
- Brand keywords established: Trust, Storytelling, Passion, Elegance, Luxury, Whimsy.
- Developed three distinct stylescape directions; the client selected one to move forward with.
- Created a preliminary brand guideline from the chosen direction, then fleshed out the full system through iterative feedback sessions.
- Designed all brand applications: digital, print, packaging, signage, and social media.
Solution
Complete brand strategy document including vision, mission, tone of voice, audience definition, and brand keywords.
This provided the strategic foundation for the entire identity system.
Full wordmark, monogram, and icon system with clear space and placement rules.
The system included usage rules for primary and secondary applications.
Secondary wordmark variants for flexible application.
These variants supported different layout constraints and brand touchpoints.
Colour system: hero colour, supporting palette, and colour hierarchy.
The palette was designed to feel premium, consistent, and adaptable across print and digital.
Dual-language typography: primary and secondary English typefaces, Arabic typeface with localisation guidelines.
The system balanced legibility, rhythm, and cultural consistency across both scripts.
Photography direction and mystic visual mood board.
The mood board defined the visual tone and atmosphere for brand storytelling.
Applications: business cards, letterheads, packaging, gift boxes, shopping bags, billboards, shop signage, social media and digital.
Each application was designed to reinforce the luxury positioning and dual-language system.
60+ page brand guideline document.
Detailing the foundations of the brand along with all information required to represent the brand visually.
Outcome
Brand launched in 2024 and remains in active use
- The brand launched in 2024 and remains in active use.
- The guidelines document has been adopted across all client-facing touchpoints — from physical packaging and shop signage to Instagram and digital storefronts.
- The dual-language system enabled the brand to operate confidently across English and Arabic markets.
