'Self Initiated Project'
February- May 2024
I was interested in learning more about brand and customer experience and the evolving needs of modern consumers, therefore this project emerged from an analysis of current trends, in which I identified key qualities that consumers increasingly expect from brands, such as authenticity, transparency, creativity, and collaboration.
My research led me to explore the powerful influence of scent, and its role in memory retention, particularly the 'Proust Effect,' a phenomenon where certain smells trigger involuntary and vivid memories. Inspired by this, I sought to apply my insights to the relatively unchanged perfume industry, aiming to modernise it with a fresh perspective.
Combining my findings, I developed a brand and system that offers a more contemporary, sustainable, and personalised approach to perfume. This project celebrates making memories more tangible through scent, using the expertise of independent perfumers, while integrating innovative ideas and systems.
I collaborated with PocketScents UK, a Scottish perfume manufacturer, who graciously created and supplied four unique fragrances for this project. I was also fortunately able to collaborate with business innovation lectures, and service and experience designers for advice and feedback on this project.
The inspiration for my brand imagery comes from my brand name, "Scéalta," which means "Stories" in Irish. This name perfectly complements my secondary tagline, "Scent Stories," and allows me to subtly incorporate my Irish heritage into my final university project. When I introduced the customer names 'Scéal' refers to someone's story, so I was able to name each bespoke scent after the individual, eg 'Scéal Sasha' = Sasha's Story'
I aimed to capture brief, intimate glimpses into someone's life through imagery that suggests a narrative without revealing the entire story or setting. I was drawn to photos that felt like they were taken from a user's perspective, akin to the candid and authentic feel of disposable camera snapshots—not perfectly staged but rich in genuine moments.
Brand + Imagery Research
Brand Imagery Photography
User Testing
I needed to use real people to further understand my scent research in real life. I carried out two user testing at two separate points along this project. This helped inform my personas I would later use to show how my business worked.
Although scent is subjective it allowed me to track trends of scent notes people linked to certain types of memories such as holidays, childhood and school. It also helped me understand how people can interpret scent completely differently and the descriptions each person gave of a scent could be widely different due to their experiences.
Packaging Prototyping
To improve personalisation and customer creativity, I decided the inside of all packaging would contain the ingredients in the scents, which I did by photographing dried elements like flowers.
For the outside of the packaging users had two weeks from they recieve their bottle of perfume to upload an image through the Scéalta app, which acts as a online digital camera, users are prompted to take a picture from their perspective during the time they wanted this perfume to be scent profiling.
Final Scent Cards
An online record of the scent you have created.
Brand Map- showing four different personas' interactions with Scéalta.
App Interfaces
Final Perfumes, Packaging and Brand Photos
Final Bottles and Packaging.
Perfume Testers
An embodiment of a users memories or 'stories' through scent.
Once a user makes their scent, they get a sample version sent out to them, to keep in their story box which is given with the first scent created. This allows a customer to smell the scents and activate the 'Proust Effect' once the event or time period has finished.
This memory box type vessel honours and preserves the scents that evoke cherished memories. While my brand emphasises living in the present and savouring current experiences, it is rooted in the belief that these experiences should be worth remembering.
Hence, the inclusion of a small wooden box to house these olfactory memories adds an element of excitement, uniqueness, and significance to the product, making it a valuable part of the user’s journey within the Scéalta community.
Final Brand Images
Exhibiting my work at the Glasgow School of Art Degree Show 2024.
My Work was also selected to exhibit at the Glasgow School of Art Summer Show 2024 in the Highland Campus.
