Branding consultant | OREL GENEVA - FRAGRANCE
OREL is a young niche perfumery brand based in Geneva. Rooted in the artistry of raw materials and bold fragrance compositions, OREL champions a return to perfumery defined by character and a lingering trail. The Swiss luxury brand offers exquisitely concentrated spirits of perfume, renowned for their powerful oriental notes.
OREL is also a tribute to Mali, the founder's country of origin, and its rich traditions surrounding fragrance as a bridge between humanity and the divine.
Aurélie Diallo, the visionary founder of OREL, entrusted me with supporting her fragrance brand launch. The project already had a compelling foundation: her personal story, the connection between fragrance and musicality, and a heartfelt homage to Mali's heritage.
My role began with the creation of a comprehensive brand platform to refine OREL’s identity and structure its storytelling. This distinctive brand identity was then brought to life through inspirational editorial content optimized for the website’s SEO, ensuring resonance with its target audience. Finally, the brand’s voice extended to packaging elements, harmonizing every detail with OREL’s unique ethos.
- Comprehensive Brand Platform: Benchmarking, positioning, and brand identity
- Definition of a narrative identity and editorial tone
- Brand and product storytelling
- Website Copywriting: Home, About, Inspirations, and E-shop pages
- Web pages, category descriptions, and e-commerce product editorials
- Texts, headlines, subheadings, calls to action, and UX writing
- French version
Brand platform
The Geneva-based perfume brand had a rich narrative territory from the outset. The challenge lay in crafting a clear and cohesive brand identity that synthesized its many inspirations and touchpoints: Malian heritage, unisex luxury niche perfumery, the interplay between music and fragrance, and the Swiss-made distinction.
I began by working on the brand’s positioning and conducted an in-depth competitive analysis of the niche perfume market in France and abroad. This was followed by defining the foundational concepts of the brand’s identity (vision, mission, values, personality, promises, ideal client, manifesto, and founder story) to deliver a unique and distinctive brand platform for Aurélie.
Once the brand identity had been defined and validated, I went on to create the tone of voice definition d'OREL, sa lexical charter and editorial identity. The brand tagline, " tuning the notes "Each fragrance is named after a traditional Malian instrument. I extended the poetry of this brand statement by writing poetic texts making the connection between perfumery and musicality.
Website Copywriting
Homepage
Your homepage is arguably the most important page on your website—it serves as your brand's doorstep. For OREL, I collaborated with the web development team to create a minimalist and striking homepage that effectively introduces the brand while arousing curiosity and guiding visitors toward the online boutique.
Inspiration page
This page is designed to inspire and immerse visitors in the brand’s universe. From OREL’s narrative identity and an introduction to its luxurious olfactory compositions to its commitment to traceability and excellence in craftsmanship, each element was thoughtfully crafted to reflect the essence of the Swiss luxury brand.
Web Boutique
For the Collection page, I wrote an editorial category text designed to enhance the web page's SEO while setting the tone for the brand's offerings.
Each fragrance is further highlighted with product descriptions tailored for conversion, spotlighting olfactory families, formulations, and the uniqueness of every scented creation.
About page
OREL is not only a niche perfumery brand but also the culmination of Aurélie’s dreams and dedication. Introducing oneself as an entrepreneur and establishing credibility with humility is often a delicate balancing act. It’s no surprise that many of my clients initially turn to my copywriting services for crafting their About page.
For OREL GENEVA, I sought to highlight the personal story of the founder and pay tribute to her Malian heritage. Naturally, this About page also connects with the brand’s philosophy of perfume as a ritual. Application tips and the art of layering were seamlessly integrated, making this page a cornerstone for the brand’s identity, its sensory identity and storytelling.
