Over 2021 Aera went through a major rebrand, everything except the logo changed. I was tasked with leading the retooling of the fragrance labels. After a lot exploration across the other aspects of the brand we landed on a clean, colorful, and playful direction. Large serif type coupled with a loose interpretation of the scent, making an impression with both name and graphic.

An early facet of exploration was conveying fragrance complexity visually while maintaining an abstract style. While I liked the idea of developing a visual language Ultimately It was found that loosely representative images resonated with audiences more for the sake of simplicity and conveyance.

This rebrand was an enormous undertaking to refresh the aera identity, with the capsules being a pivotal component no stone was left unturned in exploring how to best represent fragrance moving forward. I used a handful of fragrances to test ideation and potential directions, this example is only a small slice of that through the lens of Beach House.