A Fresh Look for a Frangrance Titan
ARMAF sells in more than 100 countries and is home to Club de Nuit, one of the best-known names in accessible luxury fragrance. Sterling Perfumes asked us to create the ARMAF brand identity. That meant defining how the house looks, speaks and behaves across every market and channel: the brand foundations, the visual language, the signature brand elements, the typography, and the full digital and social system. Every team, agency, distributor and creator now works from it.
A brand in over 100 markets can easily become a hundred local interpretations of itself, and each off-brand post, shelf or booth pulls the premium position down a little further. ARMAF’s positioning also carries a built-in tension. It has to feel premium enough for a niche collection and open enough for a youth line, and it has to hold together from a 20mm logo on a bottle to a billboard. The opportunity was to design an identity that makes that tension work, so that ARMAF reads as one house wherever it appears.
Two pieces of original design carry the identity. The first is ARMAF Sans, a geometric sans-serif typeface we designed for the house. It pairs balanced roundness with minimal stroke contrast so it holds its elegance in metallic foil on a gift box and stays legible on a phone screen. We built it into a seven-weight hierarchy that runs from fine print to billboard. The second is the ARMAF Monogram Grid, the brand’s signature pattern, drawn from the “F” inside the ARMAF seal. It works in four modes, from a faint texture behind a deck to an oversized hero graphic on an exhibition booth, and each has its own opacity and density rules.
Around them we defined:
We then carried the whole identity into digital: post templates, story and reel formats, grid rules and creator guidance.
