Date
June - August 2025
Project
Brand Architecture & Guidelines, Logo Design & Merchandise
Client
Scentzania
Duration
3 months
Designing Individuality for a Global Fragrance Brand
Client Overview
Scentopia is a Singapore-based customised perfume brand offering personality-led fragrance experiences. As the brand prepared to expand globally, it needed a sharper identity system that could scale across markets and formats.
About Project
Umanshi was engaged to rework Scentopia’s brand identity and architecture as it transitioned from a local experience-led brand to a global premium fragrance house. The mandate went beyond design—defining who the brand was for, what it stood for and how individuality would be expressed consistently across touchpoints.
Challenge
New Name, Clean Slate
Scentopia couldn’t scale globally.
The name was unavailable across key international markets, leading to the adoption of Scentzania. This meant building a new global identity from scratch—one that could carry premium cues while retaining the brand’s spirit of joy and self-expression.
Architecture Complexity with multiple sub brands
With studios, workshops, retail formats and future extensions, the brand needed a clear brand architecture that could scale without fragmenting identity.
Premium Without Intimidation
The challenge was to signal sophistication and premiumness—without becoming stiff, serious or alienating for a younger, curious, Gen Z–leaning audience.
Our Strategy
Persona-Led Brand Thinking
We began with brand as a person.
Using deep founder inputs, we defined the brand persona: 25–35, urban, gender-neutral, English-speaking, curiosity-driven, globally minded and expressive. Someone who values individuality without taking life too seriously.
Clarity Before Aesthetics
We anchored identity in meaning.
The brand core – personalisation and tech —became the spine. The same was translated using title as a combination of thumb impression and node links
Scalable Brand Architecture Across Multiple Brands/ Zones
A Branded House architecture was created to accommodate parent brand, sub-brands and multiple formats—from flagship experience zones to mid-sized retail and corporate workshops—ensuring consistency at scale
Testimonial
Partnering to Build a Distinctive Brand
Launching into the Indian market, we needed a partner who could help us cut through a crowded category and express our unique blend of fragrance, wellness and personalization with clarity and emotion. Umanshi’s structured approach is helping us build visibility, spark early interest and engage the right stakeholders during our pre-launch phase. They are playing a key role in shaping how Scentzania is perceived from day one.
Prachi Saini
Founder & Managing Director, Scentopia Singapore
Built for Business Outcomes
Clarified Global Identity
Enabled consistent premium expression across markets.
Scalable Brand System
Prepared the brand for future extensions.
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