Scent Company has partnered with Mulberry, to develop an olfactory logo that will upscale the brand’s customer experience. The custom made ambient scent is now diffused inside the London’s store in Regent street.
Similar to a graphic logo, the olfactory logo embodies the unique brand features and is used wherever the brand is present. After the clientele comes into contact repeatedly with the olfactory logo, the ambient fragrance is unequivocally associated with the brand and the in-store shopping experience. In this way, the ambient scent is a link between the brand identity, the in-store brand experience and the positive memories and emotions linked to the brand and the in-store experience.
Born in 1971, the roots of Mulberry are in Somerset, England. Mulberry’s founder, Roger Saul, established the brand at his kitchen table, with £500 backing from his mother. His sister designed the instantly-recognisable tree logo – both that, and the name “Mulberry” come from the trees he would pass each day on his way to school.
All of this represented a love of nature, the importance of family and the growth of a fundamentally British brand.
Mulberry Tree is a symbol of the quality and longevity integral to the company, of Mulberry’s origins and values. Today, it is enclosed in a circle that both protects and elevates, underlining the importance of being green in Mulberry’s thinking, and the values they need to cherish and remember.
The Art of Scenting, tailored to Mulberry
Crafting an ambient fragrance for such an iconic British brand like Mulberry came down to capturing the brand’s authentic, age-honoured craft with an innovative fashion character, the love for nature, for being green and for Mulberry’s origins and values.
The heart and symbol of this fragrance is the smell of cotton flowers, for a feeling of naturalness, simplicity and classicism. Cotton is a natural fiber and is one of the fibers most used by man together with wool.
Like a light whiff, the signature fragrance leads with the essence of bergamot, black pepper and lemon exuding freshness, elegance and timelessness. Floral notes of Jasmine, Hyacinth, Carnation, Milk, Cotton and Lily of the Valley represent the beating heart of the composition. The scent is finished off with touches of Vetyver, White Musk, Patchouli and Tree Moss which capture the luxury evoked by the brand.