Impuls–A Conceptual Fragrance Line by Arket

by Shawn Binder on 08/20/2020 | 2 Minute Read

The brand concept for Impuls is clean, and utilizes a three-color system in gorgeous fashion. This is the perfect perfume to give to your friends who can appreciate clean lines, negative space, and the perfect usage of an accent color. Even as a concept, you can smell the sophistication through the screen. 


Impuls is a hypothetical perfume line under Arket, a Swedish clothing and lifestyle brand that features quality clothing and objects for men, women, and children. The name, Impuls, plays on both meanings in Swedish and English. In Swedish, Implus means “wafting” and in English, Impuls(e) means “instinct” and “activating”.

From afar, the logo feels welcoming but upon closer examination hides its sharp values within the letterforms. A personalized touch is the core value that is strongly rooted in Impuls. The button on the top of the packaging provides the user an olfactory experience from head to toe which and also gives information on the duration of the scent. The reactive nature of the red-orange color in the interior contrasts with the soft exterior, describing the subtle but precise scent that is unforgettable.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

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