Popp Studio has created an identity and packaging design for the first collection of fragrances from Experimental Perfume Club (EPC). Experimental Perfume Club runs a range of unique fragrance workshops, hosted at the EPC Lab in East London, introducing consumers to the world of scent, and helps them create bespoke fragrances unique to them.
The new Layers perfume collection is a 'lab in a box,' and enables perfume enthusiasts to explore the world of scent in their own homes. Each collection contains three scents that can be worn individually, layered, or blended together using the included pipette and empty bottle to create a distinct personal fragrance.
The EPC logo, inspired by the three fragrance layers used in the scent-creation process, is represented as three triangles, which also spell the brand's acronym. The logo is paired with a typewriter-inspired wordmark to capture the creative, hands-on feeling of the Lab, and is set in a bold yellow, black and white color palette.
The Layers packaging builds on these assets, introducing two new colors alongside the core yellow to help users understand the three different scent layers in each collection. The colors create a dynamic slice across each scent bottle - echoing the angles in the core identity - and this is repeated on the secondary packaging for individual scent refills, which can be ordered separately.
Launching exclusively in Liberty, London, the Layers packaging needed to be elevated from its workshop origins to the world of premium beauty. The outer packaging uses a subtle combination of soft grey and white on a heavy, uncoated stock. It also features a bold deboss of the collection edition number alongside modern, understated typography. True to its origins, there is still a nod to the creative EPC attitude: a bright yellow ribbon on the pull-out drawer invites users to open the pack.
Each bottle in the collection is layered with a clear spot gloss pattern made from the EPC logo, adding tactility to the experience, and a refined finish.
