Vilhelm Parfumerie

by Theresa Christine Johnson on 05/11/2015 | 2 Minute Read

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Our sense of smell is strong in helping us recall memories based on certain scents. A whiff of a particular fragrance we experienced in our past can quickly call on memories from that time and allow us to relive those moments. Niche fragrance house Vilhelm Parfumerie launched 8 different scents, all with unique stories behind them. One, for example, is called Dear Polly, which is actually a love letter in scent form to the creator’s wife.

"Black tea, like the brew with which she awakes each morning, immediately warms the skin. Top notes of apple and bergamot create a sense of familiarity, while sensuous musk introduces complexity. Finally, it finds its resolution in a voluptuous spice, as piquantly punctuated as it is seductively honeyed. Familiar and new, comfortable and invigorating, it is a fragrant brew for two: lovers can wear it and recall each other. Even with distance they’re never apart."

Editorial photograph

To make each of these fragrances stand out while also work as a cohesive unit was a challenge that Grand Public tackled by utilizing cleverly arranged text. The packaging for all the perfumes in the line are a goldenrod yellow with a plain white label in the center to distinguish each one. At first glance, black lines and designs create an eye-catching design, but if you turn the box on its side you will see the name of the fragrance spelled out in a repeating pattern. This hidden treat very much reflects the nature of scents — something elusive that not everyone will discover, but for those who have an emotional tie to it, it is both pleasing and a joy to find.

Editorial photograph

Designed by: Grand Public

Client: Vilhelm Parfumerie

Country: United States

City: New York, NY

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