Context
A family of entrepreneurs already established in the perfume industry decided to launch a new brand dedicated to artistic fragrances, marking the transition to the second generation. Their goal was to create a completely new identity, capable of standing out in the niche perfumery market. I was entrusted with the task of shaping this vision from the ground up: from strategy to naming, from visual identity to the launch communication, both in-store and online.

Challenge
The objective was to build a brand that could speak to an increasingly sensitive, curious, and informed audience. A demanding target, not satisfied with mere packaging, but eager to understand the origin of each fragrance, the emotions it evokes, and the story it tells. A clear and distinctive positioning was needed, one that could highlight the emotional and intimate dimension of perfume, transforming it from a simple product into a true narrative object.

Execution
This is how Caveau was born—a name that evokes the idea of a secret, precious, protected place. The tagline “Custodians of Emotions” captures the brand’s promise: each drop of perfume contains a memory, an emotion, a moment in time. The custom logotype is elegant and fluid, featuring carefully designed ligatures between the letters “c-a” and “e-a”, where the curve of the central “a” suggests the shape of a drop. The warm color palette—drawing from earthy hues and autumn sunsets—gives the brand a human, enveloping, and sensorial quality. The launch campaign interpreted the tagline narratively, unfolding into a series of emotional subjects: Custodians of Adventures, Custodians of Secrets, Custodians of Memories.