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Fragrance house · Conceptual brand

Flâner

The art of evolving.

A fictional fragrance house built on one idea: fragrance should change with the seasons, the way a wardrobe does.

Role
Concept development, naming, brand identity, packaging design, creative direction
Deliverables
Visual identity, logo design, typography, color palette, fragrance packaging, product mockups, brand storytelling
Disciplines
Brand Identity · Packaging Design · Art Direction · Visual Storytelling
Project
Self-initiated conceptual fragrance house · 2026
The Flâner collection: four seasonal boxes, numbered I to IV, behind four rounded bottles in rose, amber, brown and pale blue glass with gold leaf-engraved caps, on travertine in low sun

The collection

Four eaux de parfum, sold together

The idea

Not a signature scent. A wardrobe.

Four fragrances, designed to be bought together and worn through the year. Each one belongs to a season — its own atmosphere, its own feeling.

flâner French · verb
To wander without hurry, noticing as you go.

Four seasons, four characters.

Each box wraps its season’s landscape around every side. The glass takes the season’s color.

  1. Flâner le printemps box, numbered I, printed with a meadow below blue mountains and clouds
    Mood reference: pale pink protea flowers

    Mood · Protea

    I — Le Printemps

    The Beginning

    Fresh starts, open windows, longer afternoons.

    #DC9C9D
  2. Flâner l’été box, numbered II, printed with a sailboat under billowing lace sails
    Mood reference: a cut fig glistening with honey

    Mood · Fig

    II — L’Été

    The Escape

    Sun-warmed skin, late evenings, nowhere to be.

    #F4A03E
  3. Flâner l’automne box, numbered III, printed with knit sweaters drying on a line in a field
    Mood reference: weathered wood beaded with amber resin

    Mood · Wood

    III — L’Automne

    The Return

    Familiar streets, deeper colors, a slower pace.

    #592C0D
  4. Flâner l’hiver box, numbered IV, printed with pine trees and a deer in snow
    Mood reference: frozen ice with trapped white bubbles

    Mood · Ice

    IV — L’Hiver

    The Stillness

    Cold air, quiet mornings, the comfort of being inside.

    #BBE3EF

Tone of voice

A collector of moments.

Flâner notices things: the first warm afternoon after winter, rain on pavement, how a familiar place feels different as the seasons change. Emotional, but never overstated.

  • Observant
  • Intimate
  • Poetic
  • Understated

In the brand’s words

  • The art of evolving.
  • Some things are better worn in season.
  • A different season. A different you.
  • For every version of yourself.
  • Four seasons. Four ways to feel.
Flâner campaign image for l’hiver: a woman in a quilted coat lies back in the snow with skis in the air, the Flâner wordmark and 'The art of evolving.' set across the frame

Campaign concept · IV l’hiver

Campaign

L’Hiver, in campaign.

The first campaign image belongs to winter: the wordmark and tagline set straight across a snow scene.

Identity

A mark inspired by nature.

The Flâner wordmark incorporates a delicate branch within the letter F, inspired by the way trees transform throughout the seasons. While the tree remains the same, its appearance changes with the passing months.

This idea carries through the identity, where one recognizable mark connects four distinct seasonal fragrances.

Flâner primary wordmark in black, a branch growing from the F

Primary Wordmark

Pencil sketch of the Flâner wordmark on textured paper, with dotted construction lines marking the baseline, x-height and cap height

Construction sketch

Flâner secondary mark in white on a rounded taupe tile

Secondary Mark

Display

Flâner

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Cesso

Text

le printemps

Eau de Parfum

Some things are better worn in season.

Morisawa Role Serif Text Pro

Color

Found in season.

Each color comes from something of its season — petals, fruit, wood, ice — and carries straight into the glass.

  1. Mood reference: pale pink protea flowers

    I Le Printemps

    Protea · #DC9C9D

  2. Mood reference: a cut fig glistening with honey

    II L’Été

    Fig · #F4A03E

  3. Mood reference: weathered wood beaded with amber resin

    III L’Automne

    Wood · #592C0D

  4. Mood reference: frozen ice with trapped white bubbles

    IV L’Hiver

    Ice · #BBE3EF

Next project

Letter to the Future

Campaign Development · Creative Strategy · Storytelling

Black-and-white film still of a young girl speaking to camera
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