7 weeks
Mar-Apr 2024
Advisor:
Becca Leffell-Koren
public_memory is a fragrance brand inspired by memories of contemporary urban life. Its first product is .readme, a perfume with notes of paper, yuzu, and aluminum. Each public_memory fragrance has its own icon which can rest within the underscore of the wordmark or exist independently on the packaging.
The fragrance industry typically appeals to the aesthetics of the elite using frilly language and graphics. I wanted to depart from this canon by creating a fragrance with a direct tone that working-class consumers could relate to.
I conceptualized the brand from the ground-up, designing its wordmark, business card, product label, packaging, and copywriting. I then creative directed a photoshoot for it in collaboration with photographer and stylist Kyley Sneed.