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From Scratch to Marketplace Integration
Make Sense Fragrance Branding
- Estimated read 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
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 1Audience and Market ResearchWe 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 2Brand Naming and PlatformThe name Make Sense captures multiple layers of meaning. A brand platform was built around the idea that each product delivers an emotional scenario.
- Step 3Visual IdentityWe 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 4Photostyle and Visual CommunicationWe visualized each fragrance composition as a sensory tableau - water, botanicals, textures, objects - showing how scent evokes a mood, not just a smell.
- Step 5E-commerce Adaptation and LaunchWe 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 из 54.9/5 rating on Lamoda -
>1000Over 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 SklyarenkoLead 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 LymarBrand and Design Director Sichkar Group
Project Team
- Ekaterina SichkarFounder «SICHKAR GROUP»
- Viktoria LymarBrand & Design Director
- Yana BelousovaCreative & Strategy
- Timofey AfanasyevConcept & Copywriting
- Anna StefkinaSenior Designer
- Anastasia ProkuratovaDesigner
- Ekaterina FilippovaDesigner
- Anton KiryazievDesigner
- Anastasia RomanovaBrand & Design Manager
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Валерия Кузьма