The Challenge.
The perfume market is dominated by repeatable formulas for success: celebrity endorsements, aspirational campaigns and visual imagery that moves between seduction and glamour. Authentic differentiation, rooted in a strong conceptual positioning and expressed consistently across every brand touchpoint, is rare in perfumery today.
The challenge was therefore to build an independent perfume brand with a distinctive territory, without relying on celebrities, visual clichés of luxury or price as the sole marker of exclusivity. The packaging had to express this positioning in its own right, while organising a range with room to grow and creating a perception of value consistent with an upper-mid-market offering.
A sculptural bottle that conceals identity.
The bottle draws on a classical figure wearing a mask and draped in fabric. Relief detailing evokes folds of silk, creating a contrast between the hardness of glass and the apparent softness of the surface. The cap completes the sculptural silhouette, while a ring at the base carries the brand name in relief.
The mask and drapery give physical form to the idea of a concealed character. Rather than depicting the inspiration literally, the bottle leaves its identity unresolved, inviting discovery through the fragrance itself.
A box that reveals the character.
The secondary packaging introduces each fragrance through an unconventional portrait. A frame gives the image prominence, while surrounding graphic waves translate the character’s presence into a pattern that extends across the surface.
The framed composition also allows the box to be displayed as a decorative object. This intended second use connects directly to its visual design: the portrait remains the focal point once the bottle has been removed.
Colour and texture as part of the narrative.
A contrasting palette distinguishes the brand’s two collections within a shared packaging system. Matte black defines Obscurios, whose characters embody a darker, more enigmatic spirit. White identifies Luminaris, whose characters represent light within darkness. These opposing treatments give the same sculptural form two distinct expressions.
On the box, high-build spot UV varnish creates raised, glossy waves against a matte background. The contrast makes the graphic pattern visible as light moves across the surface and perceptible to the touch. This finish connects the portrait, the surrounding pattern and the handling experience.
A coherent system for an expanding range.
The design establishes a consistent relationship between bottle, portrait, colour and surface treatment. New fragrances can introduce their own characters and narratives while retaining the visual elements that identify the perfume house.
The resulting packaging translates the brand concept into a series of concrete design decisions: concealment in the bottle, revelation on the box, contrast between collections and relief across the printed surface. Together, these elements give each fragrance an individual identity within a recognisable range.
The project has received a “Liderpack Award” and three "World Best Packaging Selection" awards in the categories of Best Set of Packaging, Best Packaging for Beauty & Perfume, and Best Glass Packaging.
CREDITS:
Paül Paixà, Strategic Creative Director & Art Director.
Marià Chica, Strategic Creative Director & Copywriter.
Carles Estrada, Strategic Creative Director & Copywriter.
Meritxell Betoret, Strategic Creative Director.
Roc Canals, Photographer.
At ANÓNIMA, we champion creativity and a long-term perspective as strategic assets for building and differentiating brands.
