Brand Identity And Packaging For Abel Fragrance Relaunch
Minimalist packaging made Abel feel more natural—by looking more engineered.
Base partnered with Abel to relaunch its pioneering natural fragrance line through a radical new identity and sustainable packaging system. The design distilled Abel’s fusion of art, ethics, and biotechnology into a refined visual language and material approach that reduced packaging carbon footprint by 96%. The result redefines luxury fragrance with transparency, performance, and environmental responsibility.
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Insights
- Base Design partnered with Abel to relaunch the brand around a clear strategic platform: a modern natural perfumery that openly fuses nature with biotechnology—then translated that idea into a cohesive identity and packaging system.
- The redesign focuses on a minimalist, refined visual language to signal “modern” and “scientific” credibility while still communicating organic, natural origins—using restraint rather than typical earthy cues.
- Deliverables weren’t just a logo refresh: the work created a scalable packaging system and unified visual identity so the brand reads consistently across products and touchpoints in the beauty category.
- Positioning Abel as a “pioneer in modern natural perfumery” anchors the relaunch story: the new design supports a transition into a “new era” without abandoning the brand’s natural foundations.
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