Fragrance brands

Dad rebrands digital perfumery by avoiding the “generic elegance” of other perfume brands

Sillages Paris’ updated look includes a new typeface, artwork, art direction and branded visuals, all communicated in a “bold and fun” visual language.

Dutch-based design consultancy Dad has rebranded an online perfumery in a bid to make its “unique” proposition more accessible.

Sillages Paris is described as a “digital first” perfumery. Operating primarily online, the brand matches consumers with their “signature” scent based on their favorite ingredient.

The company approached Dad to redesign its website in April. The project eventually turned into a full rebranding project, including new art direction, illustrations, branded visuals, and typography. In order to retain some brand recognition in a “very different direction”, the old Sillages logo was retained.

A “balance between pleasure and seriousness”


Wakes wanted an agency that could help it communicate its value “in a more candid way,” Dad founders Leanne Bentley and Ulla-Britt Vogt told Design Week.

“Their brand is quite different from other perfume brands,” the couple explains. “They knew they wanted a bold and fun identity while connecting to their roots as a Parisian perfumery.”

Bentley and Vogt say the “balance of fun and seriousness” found in dad’s previous projects was what attracted Sillages.

“Translating the experience into a digital space”


The unique business model of Sillages is also one of the most difficult aspects to manage.

“Scent is obviously something you smell, and the challenge from the start was to translate that experience into a digital space,” the pair say, adding that the brand’s visuals “needed to work really hard” to convey. the message.

The use of bright, contrasting colors was intended to reflect the flexibility of Sillages’ offering. Ingredients can be mixed and matched according to a customer’s preference and equally bold color combinations like green and red and orange and blue are used to show it off.

“We wanted to create a brand with a bold and frank character”


To compete with the vibrant colors, Bentley and Vogt explain that the typeface used in communications also had to be bold.

“From a practical standpoint, the typeface needed to stand up to the portraits and visuals, but we also wanted to set Sillages apart from the generic elegance of almost every other fragrance brand,” they explain. “We wanted to create a brand with a bold and frank character”

The visual identity contrasts sharply with other perfumeries in operation today, according to the studio.

“As simple and accessible as possible”


To help consumers understand what may at first glance be a “tricky proposition”, Dad has also created a series of illustrations that reveal the step-by-step process that Sillages is committed to giving to the person and the fragrance.

Line-drawing style pieces guide consumers through the process of selecting ingredients, then pairing and testing. Other illustrations have been imagined and developed for different applications on the site, with icons signifying “clean and natural ingredients”, free deliveries from Sillages, etc.

“Our goal with everything we did for them was to make their proposition as easy and accessible as possible,” Bentley and Vogt say.