Locury Fragrance
A minimalist luxury fragrance house exploring gradient as material.
- Client
- Locury Maison
- Location
- Paris, France
- Duration
- 20 weeks
- Services
- Brand Identity, Packaging, Creative Direction, Web Design
Locury launched with a single conviction — that a fragrance house could feel like a gallery. We built the identity, the object, and the first digital home for a brand that intends to be around for a century.
A crowded luxury market rewards loudness. Locury wanted the opposite — a house that whispered. The identity needed to feel rare on the shelf without a single visual flourish that would date it.
We designed the bottle as a piece of glassware first, then wrapped a wordmark around it that reads the same from any angle. The gradient system — different for each scent — is printed on the inner surface of the outer box, so it glows through translucent paper. Every touchpoint was prototyped in physical form before a pixel was drawn.
Locury sold through its launch collection in 11 days. Barneys, Dover Street Market, and Isetan carried the line within the first year. The bottle was acquired by the permanent design collection at the Cooper Hewitt.
Selected artifacts.
The work, measured.
Launch sell-through
Retail partners (Y1)
Repeat purchase rate
Museum acquisitions
“We told Goli we wanted to build something for the next hundred years. They took that literally, and it shows in every millimeter.”