DAD Agency has eschewed the pared-back palette of traditional perfumeries in favour of kaleidoscopic colours and 3D graphics for its rebrand of independent fragrance start-up Sillages Paris.
The French perfume brand is based entirely online and matches customers with their fragrance based on a questionnaire about their favourite ingredients and scents.
The Sillages Paris rebrand features glitchy imagery of different ingredients
"Because Sillages isn't a standard perfume brand, we had more freedom to create something for them that wasn't standard either," DAD Agency co-founder Leanne Bentley told Dezeen.
"A lot of perfume brands are so tied up with the idea of luxury that it feels like they've painted themselves into a corner when it comes to how they can express personality. Perhaps there's a fear that bright colours and bold visuals don't translate to this space." Visuals created for the brand incorporate bold, contrasting colours
Going against the grain, DAD Agency created a web design for the brand including photography, animations, illustrations and matching typography, which shouts rather than whispers.
Bold, contrasting colours are offset against collages showcasing Sillages Paris' arsenal of different, natural ingredients, in a visual representation of the mix-and-match process that users go through to pick their scent.

"We created a colour palette that had three tones: deep, pop and bright. We wanted to have a good balance of darker, richer...