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Phuong Dang Perfumes

Phuong Dang Perfumes (PDP), with its first ten perfumes and ten candles, was created by the artist Phuong Dang, in collaboration with famed French perfumers Bertrand Duchaufor and Marina Jung Allegret. The Singapore and NYC based startup approach me, via my independent practice, By Mnemosyne (By “M”), at the end of December 2015, with only a logo, perfumes still under formulation, packaging designed, but still in prototype mode, and no retail distributor. For the year of 2016, I provided web and print design, film production, and business management services for the startup. The company secured its first major retailer—Barneys New York—and launched in Barneys stores, nation wide, in the fall of 2016. In March 2017, the company earned its first FiFi Award nomination for 'Indie Scent of the Year.'

A Luxury Fragrance Brand

Art Direction

B2B/B2C Communications

Brand Development

Collateral/Print Design

Market Research

Photography & Production Management

Retailer Pitch Design

Website Design

Agency: Independent Practice/By Mnemosyne, Jan-Dec 2016

Project Gallery ( Scroll )

Imagery was key for the creative strategy of telling a story for each of the (20) scents, in addition to the short poems/stories Phuong wrote for each scent. During my time period of working on this account, there were ten perfumes and ten candles, each of which required a diligent process of curating the perfect images to tell each scent story. 


Furthermore, I scouted underwater film artist Christy Lee Rogers, and sought out the mystical electronic duo, Beacon, (whose music inspired the Phuong Dang Perfumes team), to form a satellite team with me, to create a bespoke sensorial short piece, Liquid Emotion, for the brand. This film piece, lives on the welcoming page of the website.

The inspiration was to utilize film and music to communicate the brand's story of "liquid emotion" distilled into olfactory art. Sound and visuals were used as a metaphor to solve the creative challenge of conveying narratives about the sense of scent and spectrum of emotions. 

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