Unifying Aromas: Victoria's Secret Ancillary Rebrand

I was entrusted with the extensive undertaking of completely rebranding the ancillary elements of all perfumes in Victoria's Secret's portfolio, a total of over twenty fragrances, each with more than six components. The project was a thrilling exploration of brand symbiosis and visual harmonization that was pivotal in strengthening Victoria's Secret's brand narrative across its diverse perfume portfolio.

The primary challenge was to cultivate consistency across all elements, establishing a reading hierarchy that emphasized the brand name over the individual fragrance names. This task demanded a deep understanding of brand hierarchy and the ability to harness design elements to subtly guide consumer perception.

Working alongside a talented team of designers, we embarked on this ambitious rebranding journey. Our objective was clear: to create a consistent, recognizable identity that would seamlessly connect the diverse fragrance offerings under the iconic Victoria's Secret brand umbrella.

We meticulously analyzed each fragrance's individual elements, reimagining them with a fresh yet coherent aesthetic that respected their unique character while enhancing the prominence of the Victoria's Secret brand. This required a delicate balance between retaining the individuality of each fragrance and aligning them with the overarching brand identity.

Leveraging a standardized color palette, unified typography, and a strategic layout, we ensured that the brand name always took center stage, reinforcing Victoria's Secret's position in the market. However, we made sure to preserve each fragrance's individual charm, creating a harmonious blend of consistency and variety.