Carlen Parfums
Ungendering Fragrance
Athletics partner Jason Gnewikow developed the product, business, and brand for Carlen Parfums. Inspired by travel, botany, fashion, psychology, music, literature, and religious custom, Carlen meticulously infuses rare, high-quality materials into distinct distillations of scent, delivered in radically minimalist vessels. Through art direction, brand identity, packaging system, and digital home, Athletics upended luxury conventions of decoration and flourish in favor of Carlen’s stark system that honors and elevates the brand’s rigorous focus on quality materials and the experience of scent.
Our Role:
Art Direction, Brand Identity, Brand Writing, Packaging
Product Design and Fabrication, Web Design and Development, UI / UX Design
Collaborators:
Pippa Drummond
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.
