Jul. 13, 2014 – The world is full of perfumers, large perfume manufacturers, perfume houses as old as the history of some countries. When young perfumer and organic chemist, Max Millies, asked me to help design his perfume brand, I was intrigued. In a world overrun with mediocre and imitation perfumes, Max’s eaux de perfumes are true originals, laboriously and scrupulously crafted from aromatic compounds that are mainly from natural sources, occasionally quite rare and always a simply perfect combination of fragrance notes. Max had previously marketed his perfumes under an inherited name, Earthgro, which was the name of the plant nursery where he grew some of his scented plants.

The question was: What must the perfume house be called? And how shall the individual perfume brands fit into the  house brand? How to move from Earthgro to the new brand which should be as sophisticated as perfume brands typically are?

Max’s understanding of the science of perfume creation allows him to conjure up in a laboratory, fragrances that others can only describe in the loosest terms. This untypical ability to combine chemistry with artistry means that he can produce the perfect signature fragrances required by his clients. His own fragrances, created under the Maxiamo brand, are the perfect distillation – literally and figuratively – of his philosophy of perfume creation and his own favourite fragrance extracts. His first perfume is called “Linden Grove”.

The solution was to migrate the brands from the one to the other, while retaining the references to organic elements and distillation.

Brand migration and diversification

The original logo, with apple icon and metallic look

The original logo, with apple icon and metallic look

Earthgro logo 2 - with Bergamot Orange

Earthgro logo 2 – with Bergamot Orange (the division where the perfumes are produced)

Maxiamo, final logo, with lily and tagline “In Essence”

Maxiamo, final logo, with lily and tagline “In Essence” – the house brand

The first house brand, Linden Grove, setting the style for the other house brands – the same typeface and flower icon, in this case Linden blossom.




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