Marley Fragrance
Marley Fragrance is a scent collection inspired by the legendary Bob Marley, created to embody his timeless spirit, cultural influence, and artistic legacy.
The brand celebrates Marley not just as a musician, but as a global icon whose message of unity, creativity, and authenticity continues to resonate across generations.
The project focused on translating this rich ethos into a cohesive brand world—spanning packaging, consumer touchpoints, and digital experiences—to connect meaningfully with both devoted fans and new audiences. Every element was designed to feel soulful, premium, and true to Marley’s story, creating a bridge between heritage and contemporary lifestyle.
Design Approach
The creative approach centered on crafting a premium fragrance brand experience that felt elevated yet grounded in Marley’s authentic legacy. Rather than relying on nostalgia alone, the design leaned into modern storytelling and tactile experiences, using visual language, materiality, and narrative depth to express the brand’s cultural significance.
Packaging and physical touchpoints were treated as immersive storytelling tools, designed to spark curiosity and emotional connection. The digital ecosystem echoed this energy—celebrating music, memory, and scent through layered storytelling and vibrant imagery. By blending lifestyle appeal with cultural resonance, the brand aimed to stand out in a competitive fragrance landscape while honoring its roots.
Design Objectives
The design objectives focused on creating memorable, emotionally resonant brand experiences that reinforced Marley Fragrance’s premium positioning and cultural depth:
Launch a Premium PR Experience
A key objective was the creation of the Deluxe Discovery Set—a bespoke PR package featuring three full-size fragrances. Crafted for influencers and tastemakers, this set offered an immersive introduction to the collection, highlighting both the artistry of the scents and the story behind them. The response was overwhelmingly positive, generating significant buzz and demand that ultimately led to the packaging becoming a permanent product offering.
Extend Storytelling Beyond Digital
Another core goal was to design an eCommerce insert that deepened the Marley narrative at the moment of unboxing. Featuring rich photography, thoughtful copy, and detailed scent profiles, the insert invited customers to explore each fragrance in greater depth, transforming a simple transaction into a layered storytelling experience. This tactile piece strengthened emotional connection and created a sense of belonging within the Marley Fragrance community.
Create a Scalable, Iconic Brand System
Beyond individual deliverables, the broader objective was to build a flexible design foundation that could grow alongside the brand. From packaging and marketing materials to digital and retail environments, the system needed to support future collaborations and product extensions while maintaining a clear, recognizable identity.
MarleyFragrance.com
Another core objective of the Marley Fragrance brand launch was to project manage and co-create MarleyFragrance.com, bringing the brand’s rich story to life in the digital space. In close collaboration with Electric Eye, the website was built from the ground up to seamlessly merge Bob Marley’s legendary legacy with the distinct identity of Marley Fragrance.
The goal was to create a storytelling-driven platform that would not only introduce the fragrance collection to a global audience but also inspire exploration, deepen emotional connection, and support direct-to-consumer growth. The result is a site that functions as both a digital flagship and a strategic growth engine, setting a strong foundation for future brand evolution.
Design Approach
The design approach focused on translating the brand’s established visual language—developed through packaging, PR kits, and printed materials—into a cohesive, immersive digital experience. Every detail was carefully considered to ensure the site felt elevated, authentic, and true to the Marley legacy, while remaining intuitive and easy to navigate.
Through thoughtful layout, rich storytelling, and immersive imagery, the website became a hybrid platform: part discovery hub, part eCommerce destination. The design balanced soulful storytelling with modern functionality, using clear navigation and strategic content flows to guide users seamlessly from inspiration to action. This ensured that every interaction reinforced Marley Fragrance’s premium yet approachable personality.
Design Objectives
The key objectives behind the Marley Fragrance website were centered on creating a meaningful, high-impact digital presence that could drive both brand storytelling and business growth:
Bring the Brand Narrative to Life Online
Craft a digital experience that authentically reflects Marley’s legacy and the brand’s unique identity, allowing visitors to feel emotionally connected from the moment they land on the site.
Create a Seamless Discovery & Shopping Journey
Build an intuitive structure that encourages exploration—showcasing the fragrance collection, sharing the inspiration behind each scent, and providing a clear, frictionless path to purchase.
Translate Visual Language Across Mediums
Extend the tactile richness and premium design language of Marley’s packaging and printed collateral into the digital space, ensuring a consistent and elevated brand experience across all touchpoints.
Support Direct-to-Consumer Growth
Position the website as a strategic business tool that not only drives awareness and engagement but also fuels eCommerce sales and future product launches.
Credits: Photography — Nick Galilei / Evan Williams | Stylist — Heather Shirey | Industrial Design — Jeff Ras | Web Collaboration — Electric Eye