ADF&PCD and PLD Paris | Industry News

Design Case Study | Nefer, the fragrance that symbolises beauty and goodness

MOUSA studio has designed this creative packaging for Nefer. Discover the inspiration behind this project in our exclusive design case study below.

Tell us a bit about the brand – its heritage, its story and its markets – and the brief for this project.

The fragrance was of great importance in ancient Egypt. In fact, Egyptian mythology even notes the god “Nefertem” as being the lord of perfume. He is often depicted carrying water lilies, which were a common ingredient in making ancient Egyptian perfume.

It’s said that great Egyptian leaders like Queen Cleopatra and Queen Hatshepsut used fragrances to scent their bodies, quarters, baths, and even took perfume with them to the grave.

How does the design express the brand’s values? What inspired the design?

“Nefer” is a word in the Ancient Egyptian language that was used to symbolize beauty and goodness. The exact translation of the word in English is “Beautiful on the inside and the outside”.

Visually, hieroglyphs are all more or less figurative: they represent real or abstract elements, sometimes stylized and simplified, but all generally perfectly recognizable in form. The scripts are written between two lines and the height is one for all, so here, the “f” matches the height of all the letters in the word “nefer” to give a luxurious feel to the eye.

What is innovative or unusual about the pack?

The goal was to create a very iconic and identifiable packaging. The box is almost a sculpture with its curved edges in a very elegant appeal with the gold metal typography.

The bottle design is derived from the curved lines of the female figure; a cumulative product of the skeletal structure and the quantity and distribution of muscle and fat on the body as they are typically narrower at the waist than at the bust and hips.

What technical challenges did you need to overcome to manufacture this pack?

3D-printed gold titanium perfume bottles. When art, technology, and design are combined to create this luxurious piece of organic lines that embrace the inner core containing the fragrance as the body contains the soul. 

What reactions have you had from consumers?

Great interest from consumers who want a different and luxurious experience from a fragrance.

 

Product: Nefer 

Brand owner: NA

Design agency: MOUSA Studio 

Launch date: January 2021           

Launch country: Italy 

Pack manufacturers: NA

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