Modern Identity and Packaging Design for Experimental Perfume Club

Modern Identity and Packaging Design for Experimental Perfume Club / World Brand & Packaging Design Society

Popp Studio - Experimental Perfume Club Layers Collection

" London-based Popp Studio has created an identity and packaging design for the first collection of fragrances from Experimental Perfume Club.

Experimental Perfume Club (EPC) runs a range of unique fragrance workshops, hosted at the EPC Lab in East London, introducing consumers to the world of scent, and helps them create bespoke fragrances unique to them. 

The new Layers perfume collection is a “lab in a box”, and enables perfume enthusiasts to explore the world of scent in their own homes. Each collection contains three scents that can be worn individually, layered, or blended together using the included pipette and empty bottle to create a distinct personal fragrance. 

The EPC logo, inspired by the three fragrance layers used in the scent-creation process, is represented as three triangles, which also spell the brand’s acronym.

The logo is paired with a typewriter-inspired wordmark to capture the creative, hands-on feeling of the Lab, and is set in a bold yellow, black and white colour palette. 

The Layers packaging builds on these assets, introducing two new colours alongside the core yellow to help users understand the three different scent layers in each collection. The colours create a dynamic slice across each scent bottle – echoing the angles in the core identity – and this is repeated on the secondary packaging for individual scent refills, which can be ordered separately. 

Launching exclusively in Liberty, London, the Layers packaging needed to be elevated from its workshop origins to the world of premium beauty. The outer packaging uses a subtle combination of soft grey and white on a heavy, uncoated stock. It also features a bold deboss of the collection edition number alongside modern, understated typography. True to its origins, there is still a nod to the creative EPC attitude: a bright yellow ribbon on the pull-out drawer invites users to open the pack. 

Each bottle in the collection is layered with a clear spot gloss pattern made from the EPC logo, adding tactility to the experience, and a refined finish. 

Poppy Stedman, creative director at Popp Studio, says:
“We have taken our bold, vivid identity for EPC’s workshops and premiumised it for EPC Layers. Together with Emmanuelle and her team, we have created a highly desirable, sophisticated packaging expression that captures the quality of this exciting product, without losing the creativity of the Lab experience.”

Emmanuelle Moeglin, perfumer and EPC founder says:
“As the creators of EPC’s visual identity, Popp Studio instinctively understood how we needed to expand our brand world to make Layers a success. It is the most beautiful, premium expression of our brand yet, and we’ve loved working with a team with the imagination to bring our vision to life, and who share our dedication to delivering with the quality and attention to detail that Layers deserves.”

EPC Layers is available exclusively at Liberty, London (libertylondon.com) and through the EPC Layers website (epclayers.com) from 27 June 2018."

Modern Identity and Packaging Design for Experimental Perfume Club / World Brand & Packaging Design Society
Modern Identity and Packaging Design for Experimental Perfume Club / World Brand & Packaging Design Society
Modern Identity and Packaging Design for Experimental Perfume Club / World Brand & Packaging Design Society
Modern Identity and Packaging Design for Experimental Perfume Club / World Brand & Packaging Design Society
Modern Identity and Packaging Design for Experimental Perfume Club / World Brand & Packaging Design Society

Design Agency: Popp Studio
Brand / Project Name: Experimental Perfume Club Layers Collection Identity & Packaging Design
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Strategy
Design Deliverables: Consumer Brand Identity, Consumer Branding, Consumer Brand Creation, Consumer Graphic Packaging Design
Location: United Kingdom
Market Country: United Kingdom
Market Region: Europe
Project Type: Agency Commercial / Published
Project Category: Health and Beauty
Consumer Packaging Format: Bottle, Box
Substrate / Material: Plastic, Carton