Visual Communication - Bachelor
Scendiwa is a contemporary fragrance brand that explores the connection between scent, identity and self-expression. Through a distinctive visual identity and a personalised fragrance discovery experience, the brand encourages consumers to find scents that reflect their individuality, preferences and emotions. The project combines branding, packaging and digital design to create an engaging and memorable brand experience.
The project responds to growing interest in personalisation, identity and emotionally engaging consumer experiences. Scendiwa aims to make fragrance more approachable for young adults aged 20–35, particularly university students, typically feminine, young professionals and creatives who value self-expression, storytelling and considered visual design. Subtle Filipino influences will inform the brand’s conceptual foundation, incorporating cultural meaning through the idea of “diwa” without relying on overt cultural motifs.
The refined typography establishes a sophisticated, contemporary identity suited to niche perfumery. The contrast between delicate strokes and dramatic curves creates a sense of elegance without relying on conventional luxury motifs. Meanwhile, the distinctive calligraphic letterforms give the brand a recognisable personality, reinforcing the idea that fragrance is an individual expression rather than a one-size-fits-all experience.
The combination of symbol and wordmark creates a flexible identity that can be applied across perfume packaging, digital platforms and promotional materials. The symbol can function independently on smaller applications, such as bottle caps and labels, while the complete logo maintains brand recognition across larger formats. Overall, the design positions Scendiwa as an expressive and refined fragrance brand that celebrates the connection between scent, identity and the individual.
P22 Cezanne Pro’s flowing, handwritten letterforms and elongated swashes introduce an expressive, personal quality that reflects Scendiwa’s focus on individuality and fragrance as an extension of self. Its organic curves contrast with Familjen Grotesk’s condensed, structured letterforms, creating a balance between elegance and modernity. Familjen Grotesk Medium establishes a clear, confident hierarchy for subheadings, while the Regular weight keeps body text legible and understated. This contrast allows the expressive script to stand out without overwhelming the overall identity, reinforcing Scendiwa’s position as a contemporary fragrance brand centred on personal expression.
Scendiwa’s colour palette combines muted pastels with deeper, richer tones to create a contemporary identity that feels expressive, sophisticated and fashion-forward. Moving beyond the conventional black, white and gold palettes often associated with luxury perfumery, the combination introduces a more distinctive visual personality that appeals to design-conscious young adults who value individuality and self-expression. The contrast between soft, playful hues and deeper, sensual tones balances youthful experimentation with premium appeal, positioning Scendiwa as an approachable yet distinctive niche fragrance brand.
I wanted to explore how Scendiwa could exist beyond the website and build a more recognisable world around the brand. These materials also help communicate the type of audience Scendiwa is designed to appeal to: young adults who are drawn to visual culture, emerging trends and considered aesthetics. Instagram provides a platform for reaching this audience through engaging, shareable content, while the zine and posters allow the brand to take on a more editorial and tangible presence. Together, these deliverables help establish Scendiwa as more than a fragrance brand, presenting it as a lifestyle and visual identity that its audience can connect with.
Zelene Usabal is a Visual Communication Design student at QUT with a passion for branding, graphic design and illustration. Drawing inspiration from everyday experiences and visual experimentation, she explores how thoughtful design can communicate ideas, express identity, and create meaningful connections. Her work combines creativity and curiosity to develop engaging visual experiences.
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