Maya Njie
Communicating the Autobiographical Memories of a Fragrance Brand
Art Direction, Brand Positioning, Creative Direction, Website Design
Maya Njie
Communicating the Autobiographical Memories of a Fragrance Brand
Maya Njie is a self-taught perfumer with an artisanal practice capturing the essence of memory in scent. Her expansive archive of family photographs from the 1960s, combined with her recollections of a childhood spent in Scandinavia, serve as inspiration for an endearing autobiographical fragrance brand.
Working with Maya, we sought to strengthen the brand as its own entity, inspiring customers to create their own attachments and meanings whilst wearing her perfumes. This repositioning, an articulation of the uniqueness of Maya’s practice, provides space for the future development of the brand.
Our art direction, as well as collaboration with external creative practitioners, acknowledges the fundamentals of Maya’s product. The website proposition explores the duality of lifestyle and product photography, promoting aspirational values whilst acknowledging the personal stories upon which the product has been built.