Make Sense Fragrance Branding

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From Scratch to Marketplace Integration

Make Sense Fragrance Branding

Reading time: 6 minutes

Client

Arnest Group - the largest manufacturer of cosmetics and household chemicals in Russia. Until 2022, the company produced products for international brands. When these brands exited the market, Arnest faced a key question: how to fill the gap and create competitive in-house labels?

Objective

To build a home and body fragrance brand from the ground up from concept to packaging and communications. The departure of international brands from the home and body fragrance category opened up space that local players rushed to occupy.

Our goals were to:
- Enter the affordable premium segment
- Stand apart visually and conceptually from top international brands (e.g., Rituals)
- Ensure the brand was scalable and recognizable both online and offline
- Develop visual content for promotion and sales across major e-commerce platforms

Execution

Step 1

Audience and Market Research

We analyzed premium body care and home fragrance consumers in Russia and abroad. We identified a shift from «fragrance for scent» to «fragrance as a state of being.»
Step 2

Brand Naming and Platform

The name Make Sense captures multiple layers of meaning. A brand platform was built around the idea that each product delivers an emotional scenario.
Step 3

Visual Identity

We created a minimalist, emotionally driven brand style:
- A drop-shaped logo referencing essential oils
- The Opium New font - refined and modern, communicating premium quality while remaining accessible and legible
- A neutral brand color palette - free of gender coding and harmonized with bold packaging tones
Step 4

Photostyle and Visual Communication

We visualized each fragrance composition as a sensory tableau - water, botanicals, textures, objects - showing how scent evokes a mood, not just a smell.
Step 5

E-commerce Adaptation and Launch

We developed visually rich product cards for Ozon, Wildberries, and Lamoda. Created branded zones, banners, and adapted layouts for advertising campaigns. Also developed pitch decks for partners and the Golden Apple beauty chain.

Results

100%

100% recommendation rate at Golden Apple
4,9

4.9/5 rating on Lamoda
>1000

Over 1,000 reviews on Ozon

«Arlab LLC expresses its gratitude to the creative agency SICHKAR GROUP for their high level of professionalism in developing the Make Sense brand. The agency paid close attention to every detail - from naming and logo to identity, packaging design, and communication materials. The team conducted thorough research to immerse themselves in the brand’s values. Their creativity was especially noteworthy - the team proposed a distinctive concept that fully captured the uniqueness of the Make Sense brand.»

Polina Sklyarenko

Lead Brand Manager ARLab LLC
«When both the client and agency are fully engaged, something truly inspiring often emerges. That’s exactly what happened with this project.

We collaborated closely with the ARLab team at every stage, reviewed multiple directions, and made each decision together - from the big idea down to every single product card on the marketplaces and in offline pitches.

Seeing how the brand is thriving now brings us real joy.»

Viktoria Lymar

Brand and Design Director Sichkar Group

Project Team

Ekaterina Sichkar

Founder «SICHKAR GROUP»
Viktoria Lymar

Brand & Design Director
Yana Belousova

Creative & Strategy
Timofey Afanasyev

Concept & Copywriting
Anna Stefkina

Senior Designer
Anastasia Prokuratova

Designer
Ekaterina Filippova

Designer
Anton Kiryaziev

Designer
Anastasia Romanova

Brand & Design Manager

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