Michael Malul
As part of Michael Malul London’s continued expansion, two new fragrances—Oxford Row and Solar Blaze—were introduced as strategic extensions to the brand’s growing product portfolio. The creative challenge lay in developing distinct visual and brand identities for each fragrance that would seamlessly integrate into Michael Malul’s established design system, while still standing out as unique, memorable expressions of their scent profiles.
This project required a careful balance of brand consistency and individual storytelling, ensuring that both new additions felt at home within the broader Michael Malul world while bringing fresh perspectives and emotional resonance to the collection.
Design Approach
The design approach focused on striking the right balance between cohesion and individuality within the brand’s existing visual framework. Each fragrance needed its own distinct personality, communicated through nuanced design decisions, while maintaining clear alignment with the Michael Malul London identity.
Through careful use of color, finishes, and structural consistency, the packaging for Oxford Row and Solar Blaze was designed to feel elevated and unified, yet expressive in its own right. The creative strategy prioritized subtle differentiation—using tactile materials, tonal palettes, and elegant detailing to mirror each fragrance’s character and mood without disrupting the collection’s visual harmony.
Design Objectives
The core design objectives centered on honoring Michael Malul’s established luxury aesthetic while giving each new fragrance a distinctive presence that enhances the overall brand offering:
Maintain Brand Cohesion
Ensure both Oxford Row and Solar Blaze align seamlessly with the existing Michael Malul visual system—preserving a consistent look and feel across the full portfolio.
Elevate the Luxury Positioning
Refine material choices, finishes, and structural details to enhance the sense of sophistication and craftsmanship that defines the Michael Malul brand.
Differentiate Through Storytelling
Develop unique visual cues that reflect the personality and scent narrative of each fragrance, allowing them to stand out on the shelf and in consumers’ minds.
Balance Consistency and Creativity
Create designs that feel fresh and expressive while reinforcing the integrity of the Michael Malul London identity, setting the stage for future product expansions.
This project required a careful balance of brand consistency and individual storytelling, ensuring that both new additions felt at home within the broader Michael Malul world while bringing fresh perspectives and emotional resonance to the collection.
Credits: Photography — Nick Galilei | Stylist — Heather Shirey