Nuarai · Dubai, United Arab Emirates
The world's first luxury bakhoor
The work
Bakhoor capsules built to smell like the world's most recognisable fragrances. We made the brand, the packaging for fifteen scents, every product image, the campaigns in English and Arabic, and the store.
Started in Dubai, United Arab Emirates, then out to the neighbouring Gulf markets and overseas into the United Kingdom.
Results
What the work moved
Brand identity
One wordmark, one rule
Light geometric sans, wide tracking, always locked to the registered mark. Black on white, or white reversed out of black. Never tinted, never outlined.
The mark, moving
Letter spacing opens from 5% to full, a light sweep crosses the ink, and the registered mark settles in. The real logo file is animated rather than redrawn, and the lockup stays a single white tone throughout.
The system
Three colours, two typefaces
Black and white carry everything. Gold is rationed to accents, rules and fragrance notes. Every other colour comes from the capsules themselves, which is why the packaging stays black and the range still reads as a range.
Jost
Light, Regular, Medium. The wordmark and every product label.
Cormorant Garamond
Medium and Italic. Scent names only, nothing else.
Scent codex
Fifteen names, fifteen muses
Each scent owns a name of its own, set in the display serif. The fragrance that inspired it sits underneath in small label type. Grouped here by house.
| Nuarai scent | Inspired by | House |
|---|---|---|
| Amber Scroll | Coromandel | Chanel |
| Mademoiselle's Charm | Coco Mademoiselle | Chanel |
| Midnight Allure | Coco Noir | Chanel |
| Cedar Majesty | Cedar Malaki | Chopard |
| Imperium Noir | Aventus | Creed |
| Dame D'Or | Miss Dior | Dior |
| Blossom Luxe | Bloom | Gucci |
| Oud Majesty | Intense Oud | Gucci |
| Silken Glow | Twilly | Hermès |
| Boundless Breeze | L'Immensité | Louis Vuitton |
| Desert Mirage | Ombre Nomade | Louis Vuitton |
| Luxurious | Fabulous | Tom Ford |
| Noir Suede | Ombré Leather | Tom Ford |
| Vanilla Ember | Tobacco Vanille | Tom Ford |
| Timeless Oud | Precious Oud | Van Cleef & Arpels |
Packaging design
Two formats, fifteen times over
A matte 30g jar and a matching box per scent, plus the capsule itself.
Content production
No photoshoot, in two languages
Every product image is 3D, so a new scent, a bundle or a whole campaign can be restaged without a studio.
The same campaign, laid out twice
Arabic is composed, not translated. Headline weight, product position and the eye's entry point all mirror for right to left.
E-commerce
Sorted the way people choose scent
Nobody arrives wanting a 30g jar. They arrive knowing what they like the smell of, so the collection sorts by scent family first. Behind it, an email and retention stack built from nothing, now returning 22% of monthly revenue.
Bundles, not discounts
Average order value
Best sellers assembled as a set. The basket goes up by building a collection rather than cutting the price, and wholesale orders do the rest.
Wholesale
From a shop to a supplier
A retailer will not open an account off an Instagram grid. The same 3D library that fed paid social became a nine page trade catalogue, and the channel now runs at a six figure annual rate.
"We had the product before we had a brand. Mira Visions built everything people actually see, the scent names, the jars, the boxes, all the imagery. Nothing was photographed, it was all 3D, so we launched fifteen scents at once and kept adding without booking a studio. That catalogue is what got retailers to take a meeting."
Figures reported by Nuarai for the engagement period.