PHLUR strives to reimagine fragrance and disrupt a staid industry that has not changed in decades. The inaugural line of products was created with a unique balance of premium ingredients and environmentally responsible practices. With an immersive digital experience, each scent is explored through visual narratives that represent the inspiration and feeling of the fragrances.
Role: Art Director and Lead Designer
User Experience: Amanda Klohmann
Creative Director: Liz Demartino
As lead design and art director of a small team, we built the brand from sketch to final production and applied that foundation to all pieces of the company, from packaging, print, ads, email marketing and the website.
The brand is a mix of sophisticated type, vibrant, rich colors and a light-hearted voice and tone. We drew inspiration from Ancient Egypt, the original perfumers, adopting Egyptian blue as our highlight color and the lotus as our secondary mark.
Understanding the habits of our users, seamlessly choosing and purchasing products was paramount to our company. Every page serves to drive the user through the fragrance buying experience without friction.
Along with designing the look and feel of the brand and e-commerce experience, I managed the social channels and created content to express the interests and aesthetic of the brand.