LISTENING + EMPATHY → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.

FOR SENTi THIS CAME TO LIFE IN THESE WAYS →

Founder Jen Knoch’s love of travel and time spent in Grasse, France (the birthplace of perfume) were key design inspirations in the development of SENTi. Previously, she imported fragrances under the brand “From Grasse with Love”.

The ephemeral fragrance museums of Grasse, like Parfumerie Fragonard, provided a plethora of inspiration. Here, drawers full of vintage labels archived in an artful disarray were captured by Jen on one of her visits.

The French flag and color palette was important to From Grasse with Love. We looked to find ways to embrace this as an origin of the brand, but to find a way to iterate on it. Bold cabana stripes became a way to nod to this motif.

“Les 5 Sens” by Ninon Linotte serve as a poetic structure for the brand. My nose to smell the flowers in the garden. My eyes to see all the little rabbits. The flowers I pick them with my hands. In the heart of the early morning. My ears listen to the birds sing. My mouth to taste the summer fruits. With my 5 senses I discover everything. I will tell doudou.

We wanted to create branding that stands the test of time. Looking at brands like Hermès and Loewe, who have simultaneously maintained a strong point of view, but successfully added facets of their visual brand to connect to the modern audience, we found inspiration for SENTi. Classic typography, compelling imagery, top-notch service and quality products help buttress the offering.

TREND, CONTEXTUAL + COMPETITIVE RESEARCH → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.

FOR SENTi THIS CAME TO LIFE IN THESE WAYS →

The Dalì Comb by Une Heures and the imagery associated with it were compelling examples of visuals that are highly evocative while being surprisingly simple in their composition. A still life approach with a touch of humanity via film tones was key in the mix. (Inspiration image via Une Heures)

Creating a brand that is universally compelling and welcoming was a key goal. Anything too saccharin sweet, an aesthetic that is common in the category was to be avoided. Embracing the beauty of age and wisdom was a focus. (Inspiration image by Roland Bello)

Vintage perfume ads, typography on French vinyl covers, small monogram motifs, old-style garment labels and retro colors were elements we researched when establishing the SENTi look and feel. There is a delightfulness in this era that we wanted to capture.

This work is part of a series created between 1924 and 1927 by Joan Miro known as "peinture-poésie" (painting-poetry) The patch of blue, and the phrase "ceci est la couleur de mes rêves" (this is the color of my dreams) is particularly inspiring to SENTi, as the idea of dreams being expressed as a color speaks to the sensorial nature of the brand and also the interplay between senses.

PHASE 02 : POSITION

INTENTIONAL APPLICATION → We sweat the details and application of the research and discovery. Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.

FOR SENTi THIS MEANT →

Within the retail experience, the typology of perfume counters invite guests to linger, sit and interact with products, while the hostess uses the set-up as a hub for display and storage. In our retail execution for SENTi’s original location, we designed a service counter that could operate within the given shop layout and act as a focal point for the sensory store.

It’s U-shaped front faces the storefront, while the open back allows for the hostess’ quick access to the interior. The tactility of the tiled exterior speaks to the project’s focus on senses. The base’s open shelves are veiled in curtains for tidily hiding storage. The counter’s modular construction of three pieces and it’s placement on caster wheels allow the piece to move easily for future space adaptation.

The 1967 film, The Birth of Perfume, which we licensed from the British Pathé archive travels to Grasse to watch perfume being made, as well as captures incredibly vibrant storefront and street life in this formative place in a formative aesthetic era. We chose to include this film as a projected installation in the SENTi brick and mortar shop as a way to educate and entertain shoppers.