Athletics

Carlen Parfums

Ungendering Fragrance

Our Role

Art Direction, Brand Identity, Brand Writing, Packaging, Product Design and Fabrication, Web Design and Development, UI / UX Design

Collaborators

Pippa Drummond

Creating cognitive collages with scent and design

Inspired by travel, botany, fashion, psychology, music, literature, and religious custom, Madalena and Gnewikow meticulously collect and infuse rare, high-quality materials into distinct distillations of scent, delivered in radically minimalist vessels. Deterritorializing the sense of smell, Carlen offers a balm to transcend your environment, or a lens to enhance it.

Enlisted to art direct and design a comprehensive brand identity, packaging system, and digital home for Carlen Parfums, Athletics upended luxury conventions of decoration and flourish in favor of a stark system that would honor and elevate the brand’s rigorous focus on quality materials and the experience of scent.