BRIEF: Le Labo is a pioneer to a new category of fragrance that is built on craftsmanship and balance. How do we reflect this stray from the adjacent fashion category to show the complexity in the craft of their genderless fragrances?
INSIGHT: Fragrance is intimate. Le Labo is allowing for people to embrace the complexities of themselves and their personalities with complex, balanced scents that embrace the fluidity of humans.
CONCEPT: Be your own label.