Mood London — Brand Creation for a Modern Fragrance Brand

Defining a Premium Fragrance Brand for Modern Consumers

The project began by working closely with the founders to clarify the brand's position within the fragrance market. Rather than competing directly with ultra-luxury perfume houses, the opportunity was to create a premium fragrance brand that felt modern, confident and accessible.

The strategy centred around the idea that fragrance is more than a product. It is an expression of identity, mood and emotion. This thinking informed the wider brand narrative and messaging, helping Mood London establish a more distinctive voice within an increasingly crowded category.

Creating a Brand That Feels More Than a Fragrance

To support the repositioning, I helped develop a clearer messaging framework and tone of voice for the brand. Central to this was the line:

"It's not just a fragrance. It's a Mood."

This simple idea became a foundation for communicating the emotional role fragrance plays in people's lives, helping elevate the brand beyond functional product benefits and into a more lifestyle-driven territory.

The messaging was designed to feel confident, contemporary and emotionally engaging, helping customers connect with the brand on a deeper level.

Designing an Identity Inspired by the Product Experience

The visual identity was designed to feel sleek, modern and premium without becoming overly traditional or exclusive.

A refined wordmark was created to give the brand a stronger sense of confidence and sophistication, while a supporting brandmark was developed using three simple lines arranged to form an abstract 'M'. This device was inspired by the structure of Mood's original fragrance box sets, creating a subtle connection between the brand identity and the product experience.

The resulting identity system provided a flexible visual foundation that could work consistently across packaging, digital platforms, social content and future retail environments.

Creating a Seamless Ecommerce Experience

Alongside the visual identity, I helped shape the user experience and design direction for the ecommerce website.

The objective was to create a digital experience that felt as premium as the fragrances themselves while remaining simple and intuitive to navigate. Product discovery, storytelling and conversion were carefully balanced to help communicate the quality of the fragrances and build confidence with first-time customers.

The website became an important part of bringing the new brand to life and supporting the company's growth as it expanded beyond its initial ecommerce beginnings.

From Ecommerce Startup to Growing Lifestyle Brand

Mood London launched with a stronger strategic foundation, a more distinctive visual identity and a clearer brand story.

What began as an ecommerce-first fragrance business has since grown into an established retail brand, with concessions and physical locations across London. While many factors contribute to growth, the project demonstrates the value of building a brand with clear positioning, a distinctive identity and a scalable foundation from the outset.

The project reflects my approach to founder-led brand creation, combining strategy, storytelling, visual identity and digital experience design to help businesses build meaningful brands with the foundations to grow.

Helping shape Mood London alongside its founders was an opportunity to create more than a fragrance brand. It was about building a lifestyle brand designed to connect emotionally with customers and scale confidently into the future.