Case Study: Aura Fragrances
Building a Lifestyle Brand Through Design
Client: Aura Fragrances
Industry: Soya candles & fragrance retail
Scope: End-to-end brand, digital, and marketing design
Aura Fragrances is a boutique retail start-up specialising in premium soya candles and fragrances. The brand was conceived to evoke calm, elegance, and sensory connection through thoughtfully crafted scents and minimal, luxurious design. As the lead designer, I partnered with the founder from concept to launch, delivering a cohesive brand ecosystem across digital, physical, and marketing touch-points.
The Challenge
As a new market entrant, Aura Fragrances needed a strong, memorable brand identity that felt premium yet approachable, remained consistent across channels, and could scale with the business. The key challenge was translating an emotional, sensory product into a cohesive brand story, customer journey, and visual system from the ground up.
My Role
I led the end-to-end design and creative strategy in close collaboration with the founder, delivering the brand identity, website UX/UI, packaging, print collateral, social media assets, motion content, corporate presentations, and launch support.
Strategy & Story
The brand narrative focused on “everyday luxury through scent,” positioning Aura Fragrances as a way to elevate daily rituals. A refined, minimal aesthetic with warm, sensorial colours and typography supported an emotionally driven story that guided all creative decisions.
Visual Identity
I developed a cohesive visual identity that balances simplicity with sophistication:
Feature Listing
- Minimal, adaptable logo design
- Soft earthy colours
- Sit etiam integer incididunt
- Lacinia taciti llitia
Packaging Design
For packaging, I designed candle labels, boxes, and fragrance packaging that
Feature Listing
- Convey the brand’s calm luxury
- Eye-catching yet timeless for retail
- Uniform look for each variant