Vilhelm Parfumerie, Building a fragrance brand designed to feel timeless from day one
Together with founder Jan Vilhelm Ahlgren, we created Vilhelm Parfumerie from the ground up. Shaping a luxury fragrance brand built on storytelling, emotion and a distinctly modern point of view.
Vilhelm Parfumerie
Challenge
Entering the world of luxury fragrance meant competing with some of the industry’s most established and recognizable houses. At the time, Vilhelm Parfumerie existed only as an early vision, a handful of scents and the ambition to build a globally respected brand within a year.
The challenge was to create a fragrance house with the credibility, character, and emotional depth to earn its place in the international luxury market from the very beginning.
Solution
We built the brand around the idea of story driven scents, blending nostalgia, art, and craftsmanship into a world designed to spark curiosity and emotional connection. Instead of following category conventions, we created a more expressive and recognizable identity that felt both timeless and unexpected.
From visual identity and packaging to verbal direction and product experience, every detail was designed to give the brand the confidence of an established house while introducing something unmistakably new. Together with legendary bottle designer Pierre Dinand, we developed a spun glass bottle inspired by classic perfume heritage, balancing familiarity with modern elegance.
The result was a distinctive luxury brand that quickly established itself among leading international retailers and became a recognized name in contemporary perfumery.
- Services
- Design Strategy
- Brand Identity
- Packaging Design
- Product Design
- Brand Experience
- Contact
- Johan Boqvist
