How do you convey beautiful, upmarket fragrances in a printed brochure?

Posted: November 4th, 2009 in Work

Wax Lyrical, one of the UK’s largest home fragrancing companies, were looking for a new brochure design which would help them to position their luxury range of candles, interior fragrances and diffusers to a more discerning, upmarket audience.

We designed a brochure in the form of a scrap book of ‘fragrance notes’ and other ‘cuttings’, to give an insight into the things that had inspired the Wax Lyrical perfumers in creating the new range. Snippets of inspiring copy were interspersed with an eclectic mix of inspirational recipes, interesting facts and fragments of material, textures and images of fragrance ingredients.


Although the new brochure was aimed at retailers we knew that there was a good chance that it would also get into the hands of customers and end users. In a new departure for Wax Lyrical, our photographic imagery showed the products in a lifestyle setting, rather than as straight product shots. To create a library of images, Iris commissioned and art directed the photography shoot, which was shot mainly on location.