Repositioning CPL Aromas, from an industrial fragrance manufacturer to a creative fragrance house.
CPL Aromas is the world’s largest fragrance manufacturer specialising purely in fragrance. Top brands and perfumers trust it to translate their creative vision into the finest quality fragrances.
Under the next generation of family leadership, the business was embarking on a new phase of growth. With a strategic ambition to win more fine fragrance business and support its growing presence in new global markets, CPL Aromas invited us to help them rebrand.
What we delivered
– Competitor review
– Brand positioning
– Brand identity
– Fashion shoot
Aligning CPL Aromas with the world of fashion
With operations spanning home care, personal care and fine fragrance across the UK, Europe, Middle East, Asia Pacific and the Americas, CPL Aromas was ready to take on the industry’s major players. The leadership team saw the chance to position CPL Aromas as a leader in the fine fragrance market. The halo effect created by their association with high-end perfumery would not only attract new fashion clients, but support their reputation for quality in industrial markets.
This resulted in the development of a brand strategy that more closely aligned the CPL Aromas brand with the world of fashion.
Adopting the language of luxury brands
The new identity, which borrows from the language of luxury brands, uses well-spaced, geometric European letterforms to create a contemporary logo, while retaining the CPL purple as a nod to the businesses’ heritage.
Infusing scent and senses
The rebrand included the commission of award-winning photographer John Ross to capture a bespoke set of images. Statuesque models interact with smoke, oils, synthetics, powders and flowers – ingredients used in the creation of fine fragrances – to reinforce the idea that fashion and fragrance go hand-in-hand. The concept of synesthesia – the ability to experience one sense through another – became a beautiful driver of the aesthetic, brought to life by overlaying colour gradients onto the images, to create a visual sense of scent.
Bottling creativity and commerciality
The perceived transition from multinational company, with global manufacturing facilities in Europe, Americas and Asia, to international fragrance house, is a true reflection of the flexibility and creative flair of this enduring family business. Traits desirable in a partner for so many of the world’s leading fashion brands.