00/Case study
A refined identity for a fragrance house: burgundy at the centre, a close crown pattern, and a label system built to grow from four scents to sixteen.
- Year
- 2025 – 2026
- Sector
- Fragrance · Beauty
- Location
- South Africa
- Services
- Brand Identity, Pattern, Label System, Range Architecture
Brief
Manana Couture makes four signature parfums: Billionaire Daughter, Succ'cent, Passionate and Tempted, at R549.00 each. The scents were loved; the brand needed to catch up and to make room for what comes next. The brief: "new look, same iconic scents".
Approach
We kept the crown and the Magiona wordmark and put Manana Burgundy (#800020) at the centre. Every word is set in Hanken Grotesk, with contrast from weight alone: an ExtraLight line against a Bold one, and scent names in light, widely tracked caps, as on the labels. The crown repeats as two close patterns, a tight half-drop and a set of diagonal links, spaced so the crowns sit close but never touch. Each scent keeps its colour from the original CMYK label file.
Outcome
A complete identity: logo system, colour, type, two patterns, and a range architecture that grows from the four signatures to sixteen scents across three collections plus Élixir and Intense editions. The label becomes a template: a new scent changes one colour.
Identity
The crown and Magiona wordmark, kept and refined: a primary lockup, a stacked version, the crown alone, the wordmark alone and a seal from the lid label.
Pattern
The crown, repeated close. A is a tight half-drop; C sets the crowns at 45° as diagonal links. Both are spaced so no two crowns touch.
Range
Room to grow: three collections of four, each with one scent for her, one for him and two unisex, plus Élixir and Intense editions at extrait strength.
Labels
The current label as a template: ivory ground, the crown pattern at 4.5%, crown and wordmark in the scent colour. Élixir and Intense turn the ground to night and the colour to gold foil.
