THE CHALLENGE

The existing identity relied heavily on descriptive language and fragrance notes, but lacked a clear visual or conceptual point of view. While the scent promises freedom and sensuality, the brand expression felt generic and more aligned with industry conventions than a distinct narrative.

THE SOLUTION

Instead of describing the fragrance, I designed for the feeling it promises. The identity embraces contrast and disruption—pushing against the polished, static language typical of luxury fragrance to create something more instinctive, expressive, and alive.

By shifting from description to expression, the redesign gives Libertine a clearer point of view—transforming it from a beautiful product into a brand with a recognizable voice.

WHY IT WORKS

THE CONCLUSION

This project explores how brand systems can move beyond description and instead create emotional participation, using design and art direction not just to communicate a product, but to shape how it’s experienced.