English
émei's flowing structural design
This is an emerging independent perfume brand committed to creating the "visual language of scents". The brand aims to break away from the ostentation and extravagance of traditional perfumes, and instead pursue a modern expression characterized by minimalism, restraint, and sensibility.
In terms of product philosophy, the brand views fragrance as a "carrier of emotions"—one that can evoke memories and define the present moment. Therefore, during its brand-building phase, the brand focused more on how to make visuals an extension of the sense of smell: packaging is no longer a mere outer covering, but a prelude to the fragrance itself. Through low-saturation neutral tones, flowing light and shadow textures, and delicate material language, the brand seeks to interpret that subtle atmosphere where "the scent has not yet arrived, but its aura already lingers".
Its target consumers are not the fashion crowd who pursue flamboyance, but urban dwellers who understand "the elegance of negative space" and seek the beauty of tranquility in sensory experiences. This positioning has also determined its design direction—eliminating excessive ornamentation and using lines and materials to construct memories. Every aspect of the perfume, from the bottle body and box surface to the tactile texture, is a design experiment exploring "how a scent can be seen".
Two piece type box with lip
Slotting
The logo "émei" blind emboss and the pattern is emboss