A studio concept for Mesa, a D2C fragrance line inspired by memory, place, and slow luxury. This project explores brand identity, packaging, and creative direction for a scent brand that feels grounded, editorial, and quietly sensual.
Client
Mesa
year
2024
role
Brand Identity, Packaging, Naming, Creative Direction
Project Description
In this project, we were approached by a startup called "Green Wave" to develop a brand identity that reflected their commitment to sustainability and environmental conservation.
The client's goal was to create a brand identity that would resonate with environmentally conscious consumers and help position their business as a leader in sustainable practices. Objectives included increasing brand awareness and driving customer engagement.
Our approach was to create a brand identity that communicated Green Wave's values of sustainability, innovation, and authenticity. We developed a brand strategy that focused on creating a unique and memorable visual identity that would differentiate the brand from its competitors.
01. Context + Background
The fragrance market is saturated with overdesigned brands or overly synthetic offerings. Mesa needed to feel luxurious, tactile, and rooted in something real land, memory, and story. Designed for the slow luxury customer who values experience and narrative, not trends.
01. Context + Background
The fragrance market is saturated with overdesigned brands or overly synthetic offerings. Mesa needed to feel luxurious, tactile, and rooted in something real land, memory, and story. Designed for the slow luxury customer who values experience and narrative, not trends.
02. My Role
I led the full visual and verbal identity system for the brand:
Developed the name Mesa and scent story framework
Designed the logotype, type hierarchy, and packaging system
Created naming conventions for products based on time, landscape, and tone
Art directed sample kit experience and primary bottle unboxing
Crafted a digital brand voice blending poetry, restraint, and editorial clarity
04. Approach / Solution
Mesa’s visual identity draws from natural lines and hand-formed surfaces. The logo is simple, uppercase, slightly wide grounded and architectural. Color is minimal: sandstone, charcoal, clay, with soft black ink.
Packaging is tactile uncoated cartons with letterpress details, hand-folded scent inserts, and custom linen wrap. The website would be designed in Framer to feel editorial but serene, with soft scroll interactions and text-driven storytelling.
05. Results / Impact
Positioned Mesa as a high-end D2C fragrance brand ready for press, retailers, and design collaborations
Built a naming and packaging system that supports seasonal drops or limited editions
Created a full unboxing experience designed for storytelling and ritual
Developed a brand identity that feels distinct, elegant, and emotionally resonant
