A signature fragrance built around a single colour story and a founder's voice, designed to become the first pillar of a multi-product brand world.
The brief
Lena Gercke briefed Highlight London on the design of the Le Ger signature fragrance pillar: eau de parfum, body lotion, shower gel, fragrance mist and gift set. The system had to feel like a contemporary luxury house from the first launch, with the founder's voice at its centre, and it had to be built so that later launches could join it without a new identity each time.
The constraint
A founder fragrance lives or dies on credibility. The shopper knows the name, so the pack has to prove that the product is a real house and a real object, with the weight, finish and restraint that luxury fragrance demands. Five formats at launch meant five different shapes and print processes carrying one idea. The budget and timing of a first launch left no room for a design that only worked on the flacon.
The decision
We designed one colour and made it the brand: a soft sand-rose that runs across every SKU, from the glass of the eau de parfum to the tube of the shower gel. The flacon is sculptural and rounded, a shape that photographs as an object rather than a bottle. The Le Ger wordmark stays discreet, because on a founder brand the name is already known and the object has to carry the luxury. The campaign visuals were shot on a desert backdrop, which gives the palette a place and a light, and turns a colour choice into a world.
The result
The Le Ger signature line is now the foundation of a multi-product brand world, and the visual system extends across each new launch. Every product that follows inherits the palette, the flacon logic and the desert light, which is what makes a first launch a pillar rather than a one-off.
What we took from it
On a founder brand, restraint is the luxury signal. One colour, one silhouette, one landscape, applied everywhere: the system does the talking, and the founder's name can stay small.
