AMAURI is all about celebrating the beauty and strength of modern women. We believe that perfume is not just a fragrance, but an essential accessory that can complement and enhance the personality of a woman. The brand brings a multitude of fragrances to the masses with aspirational design and collections. They are uber cool and have the support of the youth icons for women.
The target audience is 16-25, it will be available online and in all retail channels. It would take out collections as per context, , for example – it could be personality based etc. Our brand gives priority to the following qualities:
Confidence | Uniqueness | Boldness | Self Assurance | Control
Background
Elle is a fashion brand and now they want to take out a perfume brand for teenagers and first jobbers. The fragrances are new age, targeted at the youth, it’s for the modern empowered woman.
Vision
The brand wants to become the preferred household name in fragrance in the country. It wants to be in the category of deo/perfume and becomes a collectible for teenagers.
Mission
To be a green, sustainable brand, which has the highest quality ingredients, natural and safe.
Competitors
Lakme
Mama Earth
Branding pillars
Trend setter
Popular
Aspirational
Logo Ideation
Logo Exclusion Zone
The AMAURI logo was crafted to speak directly to the bold, modern woman. The unique “UR” in the design is a playful nod to “your,” symbolizing that this fragrance is ur power, ur story. AMAURI celebrates individuality, turning scent into a statement of confidence, control, and unapologetic self-expression—available online and in stores for women who own who they are.
Typeface
Bauer Bodoni is a graceful, albeit bright, typeface. It is characterized by sharp, thin serifs. This typeface consist of a slightly condensed underlying structure with flat, unbracketed serifs, extreme contrast between thick and thin strokes, and an overall geometric construction. Its strong contrast between thick and thin strokes evokes both heritage and style-forwardness.
Color palette
Historically, the combination of purple, green and white is used to symbolize Empowered Woman. The palette reflects sophistication, individuality, and modern femininity, allowing the brand to celebrate different personalities without losing its cohesive, bold identity.
Soft plum- romantic, feminine, and floral, evoking elegance and warmth.
Deep plum- mysterious, bold, and luxurious, adding depth and intrigue.
Muted teal- refreshing, calming, and sophisticated, symbolizing balance and poise.
Slate teal- grounded, modern, and versatile, representing strength and timeless appeal.
