Maison de L’Asie

2021

Scent, emotion and memory

Maison de L'Asie is a Singaporean luxury fragrance house producing niche fragrances through the fusion of French perfumery traditions with Asian storytelling. In order to tell the story of each fragrance or collection, our concept was to bring the illustrations on the brand's product packaging to life. 

Mother x Love

To celebrate Mother's Day, Maison de L'Asie wanted to promote their fragrance, Mother x Love, as the perfect gift. The illustrations featured on the packaging were inspired by the founder's deeply personal journey as a daughter and later, a mother herself.

I pieced together a narrative, using the illustrations as inspiration, to tell the story of a mother's love. A constant line was used to symbolise the endless care a mother provides and the "X" was used as a device to highlight the key notes of the fragrance in relation to the key characteristics of a mother's love. Through the animation, we wanted to communicate the universal bond between mother and daughter as an ode to women everywhere for Mother's Day. 

Web banner

Campaign video

Nanyang Collection

Chapter 01

The brand also wanted to promote its Chapter 01 Collection, Nanyang, which featured three fragrances inspired by old Singapore. I tapped into the essence of each fragrance; Mother x Love – the bond between mother and daughter, Lost Lovers – the naiveté of young love, and Nanyang – Singapore's rich cultural heritage and memories of childhood. 

With these key ideas, I crafted the story of a young girl growing up in Singapore, experiencing first the love of her mother and later the love of a partner before venturing out to discover the world and be her own woman.  

Campaign video