Principle
Motion
Everything moves. Nothing leaves.
01
Brand identity
Fragrance · Concept
Brand
Unknown is a unisex perfume with a secret scent. The brand never tells you what is inside, to support its line: the unknown is waiting for all of us.
1. My role
Graphic designer and art director of the project. I built the concept, the visual system and every brand piece.
2. Style
Grunge, but minimal. Black and white with one cold glow.
Identity for a unisex fragrance whose scent is kept a secret
Art Director
- Type
- Self-initiated concept
- Category
- Unisex fragrance, premium
- Role
- Graphic designer, art director
- Scope
- Identity, posters, packaging, website, social
Concept | Identity | Art direction
02 — The ideap. 02
Theidea
“Nobody escapes the destination of the unknown.” So the scent itself stays a secret.
The brand line became the product: the bottle does not say what is inside. The visuals follow the same rule. Objects blur, slide out of the frame and leave traces, but never really leave.
Personne n’échappe à la destination de l’inconnu.
03 — Where the style comes fromp. 03
Grunge,but minimal
I kept seeing this mix in the work of street artists and architects: rough surfaces and marks, but a strict composition and a lot of empty space. I brought both into the brand.
70 / 30
black and white against colour and material
Principle
Trace
Blur, grain and scanlines work like memory: you see something was there.
02
Principle
Contrast
Black, white and one quiet glow.
03
04 — Typographyp. 04
Thetype
Simple typefaces that don’t get annoying and don’t get old: classics of their time.
Inter Tight carries the name. Space Mono is the machine that watches the escape.
Aa
Inter Tight
Display · 300 / 400 / 500
Space Mono
TRACK 01 UNKNOWN · F 074/606 · 1.23S
Labels, captions, frame data
05 — Colour and what I rejectedp. 05
What Irejected
Noir
#060606
Lueur
#7FB2EE
Pollen
Crème
#EFECE6
Brume
#C9CCCE
Papier
#FBFBFA
Decision 01
The blue
RejectedA lilac-blue
ChosenA cold, clean blue
WhyThe first shade was closer to lilac, and it looked cheap. With the wind effects it also turned into neon, which does not fit the character and values of a quiet premium brand.
Decision 02
Yellow flowers
ChosenReal ingredient, shown out of focus
WhyThe yellow flowers on the packaging are part of the scent. They are blurred, so you can’t tell which flowers they are. It keeps the drama of the unknown going.
06 — Effectsp. 06
Six ways toalmost escape
Each effect shows movement without a way out: the object shifts, smears or doubles, but stays in the frame.
- 01Slit-scan
- 02Motion trail
- 03Scanlines
- 04Film grain
- 05HUD tracking
- 06Ghost echo
07 — Poster seriesp. 07
Theposters
Nine posters, one system. Each one tries a different way to escape.
08 — The brand in usep. 08
Where itlives
01
Website
An online store in the same black-and-white system, desktop and mobile.
02
Social
Instagram grid built from the posters and effects.
03
Print & merch
Posters and printed pieces that close the series.
09 — The linep. 09
Everything moves.Nothing leaves.
Nobody escapes the destination of the unknown.
Personne n’échappe à la destination de l’inconnu.