Industry creates a new brand identity for the international fragrance house, CPL Aromas

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International brand consultancy Industry has unveiled a new brand identity and website for its client CPL Aromas. The new identity, which uses the graphic language of luxury brands and striking use of photography, positions CPL Aromas as a market innovator at the forefront of fashion and fine fragrance creation. 

CPL Aromas is the world’s leading fragrance-only fragrance house which serves the fine fragrance, household, and personal care markets. The rebrand was undertaken as a strategic initiative to reflect the company’s growth and expansion into international markets with its increasing focus on the fine fragrance creation and strong links with fashion. The new brand was unveiled at the in-Cosmetics Exhibition at ExCeL London on 4 April, 2017.

London-based Industry was appointed following a competitive, four-way pitch and has worked on the rebrand over the past 12 months. The new look has touched every aspect of CPL Aromas’ business, from the design of a new website to its packaging and advertising. 

CPL Aromas is a global, family-owned business, established in 1971 operating from 17 locations and serving customers in over 100 countries. Recent investments have led to greater focus on the fine fragrance element of the business. The company employs 30 perfumers located in Creative Centres throughout the world. 

Francis Pickthall, Marketing & Brand Director of CPL Aromas, said:

“The rebrand is based on a core creative thought which is expressed in our new strapline: ‘We create fragrances that ignite the imagination’.  The rebrand has successfully helped align us with the fashion world which is so important to the business of creating fine fragrance. The team, led by Sholto Lindsay-Smith and James Packer of Industry, invested heavily in getting to know the business and helped us to bring alive our vision. Together we took some bold steps including commissioning fashion photographer John Ross to take some astonishing images which capture the essence of what we are about”.

Sholto Lindsay-Smith, Chief Executive of Industry, said:

“This is the kind of branding job that makes any branding creative excited. CPL Aromas is a highly creative business itself with a very strong and positive family ethos combined with the  courage to be bold. The new brand has continuity with the past, including the strong use of the colour purple; however the new identity is very contemporary  reflecting  other changes such technological innovations and the recent move of the client’s UK head-quarters to state-of-the-art premises in Bishop’s Stortford.”

CPL Aromas has sales of $110 million a year, employs 500 staff worldwide and is the largest fragrance-only fragrance house in the world.

Visit the CPL Aromas website to experience the new brand.

For press information please contact:

Sholto Lindsay-Smith at 


History of CPL Aromas

CPL Aromas’ story began a century ago when John Pickthall first experimented with enhancing the toiletries of his time. His son Jack, an innovative chemist and world-renowned perfumer, carried on the business. In 1971 Jack’s sons Michael and Terry founded Contemporary Perfumers Ltd. Today it remains a family business run by (l-r) Chris, Nick and Francis Pickthall.

About Industry

Industry is a global brand consultancy with  headquarters in London and regional offices in the Middle East and Australia as well as partner offices in New York and Singapore. It has deep expertise in running global brand transformation programmes for financial and professional services, property, government and industrial clients.