--- Case Study

Culture as fuck

360 Brand Creation/ Development

WE ARE THE NEW

  • Fragrance Development
  • Brand Creation
  • Brand Strategy

Client

CULTURE AS FUCK

Year

2021

About.

“Fuck I smell good”

Create a direct-to-consumer, Gen-Z perfume brand that bridges pop “of-the-moment,” culture with the artistry of modern olfaction. The result? Culture As Fuck. A bold, irreverence that collides with highly emotional, rebel youth.

The Problem: Fragrance can be very exclusive and up itself, not to mention toxic, and no one is talking to the Gen Z market in a relevant way while staying virtuous.

The Solution: Complex and emotional scents with a hip hop and pop culture element, all while staying clean, green and dope AF.

The mission.

Create a direct-to-consumer fragrance brand, that is clean, green and dope AF.

Create a direct-to-consumer, conscious, sustainable, Vegan, Non-Toxic, Gen-Z perfume brand that bridges pop “of-the-moment,” culture with the artistry of modern olfaction. The result? Culture As Fuck.

Born in the sun-filled Los Angeles street, matured in jungle parks of Mexico City, Culture combines complex, depth and optimism with clever and insightful exploration of what the power of smell can evoke.

WE birthed this BRAND from concept to execution, bringing an idea to life and soon to be shared with the world. WE are proud, WE are deeply grateful, WE can’t wait for you to smell the exotics and thought provoking blends, alchemizing nostalgia with youthful angst.

Uniting culture disruptors across the globe, who want to feel seen, validated and discovered.

A bold, irreverence that collides with highly emotional, rebel youth.

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Building the concept.

WE were given the task to create a direct-to-consumer, conscious, sustainable, Vegan, Non-Toxic, Gen-Z perfume brand that bridges pop “of-the-moment,” culture with the artistry of modern olfaction. The result? Culture As Fuck.

When thinking about the world of perfume it was clear that we needed to create a range within the main categories wood, floral, citrus & green and finally, musk.

Staying true to our brand core of irreverence, outlanders, rebels and disruptors we named our groups Woody AF, Floral AF, Citrus AF and Musky AF–all experiences in their own right, sexy, seductive, optimistic, youthful yet thoughtful and contemplative.

What emerged surprised us, something “cult” brands are made of –a high level of connection, depth and delight. Scents that make you want to wear them for yourself and for the curiosity of others. We are not so far from each other, we’ve been misguided. A message of humor, hope and humanity, Culture is uniting global disruptors through the power of smell.

WE birthed this concept from concept to execution bringing an idea to life and soon to be shared with the world. WE are proud, WE are deeply grateful, WE can’t wait for you to smell the exotics and thought provoking blends, alchemizing nostalgia with youthful angst.

#unitedbyculture

Impressive result.

Packaged for commercial appeal. We wanted something bold, sleek yet familiar. Gen Z’s want practicality, so in additional to the 50ml bottle options we created a series of travel swag for the on-the-go experiential, nomad living, rebel rouser.

“Artists are here to disturb the peace”
-James Baldwin

WE ARE THE NEW
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