Branding Firm BoldInc Bottles City Scents

Branding Firm BoldInc Bottles City Scents

Boldinc Brand Innovation has collaborated with New Directions to develop SensoryLab, a product that has captured the essence of Boldinc’s cities via scent.

“With our creative headquarters in Sydney and studios located in Hong Kong, London and Singapore, we wanted to create something truly unique to take our clients on a sensory journey around the globe and something that also reflects Boldinc’s Principles of Luxury. Basically, we have captured the essence of our clients’ cities and bottled it,” says global creative director, Jon Clark.

The SensoryLab engages all of your senses from the moment you hold the box in your hands, from the naturally textured board – the detailed copper foil, the mix of materials used from aluminum, glass, cardboard, and the scents contained within.


The SensoryLab packaging includes a lab-inspired burning flask, with a bespoke cast aluminium flask holder, a candle, a beautiful foil stamped box holding four different vials releasing the unique scents from each city plus a USB key containing a video of the extensive processes, workshops and inspirations involved in the creation of this project. The internal structure of the box is cleverly engineered to package all the components efficiently and compactly.

“Of the 5 senses to consider when bringing to life a brand’s DNA and engaging consumers,
smell is often underused. However, scent can be a powerful trigger to evoke emotion or bring back memories and strong connections.” says Clarke.

The Sensory Lab is a feast for the senses, and expresses our driven curiosity to connect emotionally with our audience through more than just physical design.

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