Aesop
The Scent Takes Space.
A typographic campaign for Aesop Hwyl that reframes fragrance as spatial volume rather than still life.
Instead of botanical or lifestyle imagery, the work treats Hwyl as an invisible interior shaped by diffusion, density, and drift.
ROLE
Concept / Art Direction / Design
CONTEXT
Fragrance is increasingly positioned through atmosphere and experience*, while Aesop’s retail language already treats space as a material in itself: quiet, site-specific, and architectural.**
The Invisible Floorplan responds with a more spatial visual position: less display, more diffusion.
INSIGHT
In dense urban environments, scent can define a space before any object does.
IDEA
The Invisible Floorplan treats Hwyl as an architectural sequence.
Its note structure becomes the plan: Cypress as structure, Frankincense as atmosphere, Vetiver as ground.***
HOW IT WORKS
Across three static assets and a source-object extension, the system combines modular grid logic, monumental typography, tonal fields, and the Hwyl bottle as an origin point to map fragrance as spatial occupation.
Olfactory Mapping: A 12-column modular grid used to synchronize
botanical data with spatial volume.
By mapping the 'W' against a 12-column modular grid, the campaign visualizes the architectural volume of scent, transforming invisible notes into a tangible, engineered environment.
REFERENCES
*Mintel, Make Sense of Scents: Fragrance Trends Now and Beyond↗
**Aesop, Ginza SIX Store Page↗
***Aesop, Hwyl Eau de Parfum↗