Underline worked with Perfumehead, a Los Angeles-based luxury fragrance brand, from its initial conception phase to its launch today. Debuting with a line of 7 fragrances inspired by the city of LA and developed by some of the best French perfumers, Perfumehead is a brand with an uncompromising commitment to craft.
The logo utilizes typography inspired by the iconic LA Chateau Marmont and diffuses spatially evoking how fragrance behaves in air. Underline worked with Perfumehead on every aspect of the brand including brand positioning, visual identity, packaging and visual style.
The first line of products debuted at the legendary Violet Grey – the LA based beauty mecca – and included super-concentrated extraits de parfums, each with their own unique story and brand. The soft launch was a huge commercial success for the brand, and a full launch is scheduled this winter at Bergdorf Goodman and Saks Fifth Avenue in New York.