The brand expresses a story that is both simple and illustrated: two-part names composed of a description, and a more abstract evocation.

Calla Licious is a lily mixed with delicious vanilla; Apshalt Noire is an interpretation of tar but with a high fashion elegance. Rose Rage is a rose in continuous combat with an austere facet that contrasts its femininity; Silver Lightning is a fusing, electric metal rating like a lightning bolt; and Ashen Orris is an ashy, mineral, clay-like iris...

Each creation is illustrated by a collage. The name, description, collage or color of the label tells the story, which helps to understand the fragrance. The reference to the ingredient, its colors and texture is quite direct. So it's a literal reference at first, then to a smell, a color, a texture and finally to a more abstract artwork. So the brand's goal is to produce a true olfactory experience.