Luvih Fragrance
End-to-end brand identity and e-commerce design for Luvih, an independent luxury fragrance label. Covering visual identity, packaging design, website UX and social media strategy.
Visual Identity
Web Design
Project Snapshot
Role: Brand Designer, end-to-end
Scope: Brand identity, packaging, e-commerce UX, social media design
Client: Independent luxury fragrance label, India
Timeline: Brand identity delivered · Social design ongoing
Tools: Figma, Illustrator, Photoshop
Photography: Client-supplied and licensed stock (Pexels, Unsplash)
Brief
Luvih Scents arrived with a clear ambition and a rich creative foundation. The name, derived from the Sanskrit word Lūviḥ, meaning beauty and timeless charm, set the tone for everything that followed.
The challenge was harder than the brief suggested. Independent fragrance brands in India compete against global luxury houses with far bigger budgets and decades of brand equity. Luvih needed an identity that signalled premium credibility without borrowing Western luxury codes, and it needed to work everywhere: on a bottle, on a screen, in a delivery box.
My job was to translate that philosophy into a complete visual identity, one rooted in Indian tradition and speaking confidently to a modern, premium lifestyle audience.
Brand System
The Luvih visual identity system integrates Sanskrit linguistic heritage with a modern gallery aesthetic to elevate the brand across print and digital touchpoints.
Packaging
The packaging translates the brand's digital gallery aesthetic into a tactile unboxing ritual: custom dot-patterned butter paper sealed with a branded Luvih sticker and a handwritten note inside every order.
The packaging was designed within a tight production budget. I specified materials, finishes and print details that the client could source and produce locally herself, no custom boxes or specialist finishes, just considered decisions on accessible materials. The dot pattern picks up the brand palette, the sticker seals the ritual, and the note makes every purchase feel personal. Unboxing becomes part of the brand without inflating the unit cost.
Social Media Grid
The grid alternates moody architectural photography with raw, organic ingredient close-ups. This visual rhythm turns every post into a piece of editorial storytelling rather than a product announcement.
I design Luvih's social content on an ongoing basis, working from copy supplied by the brand's content team. Imagery is a mix of client-supplied product photography and curated stock, which makes consistency the real design challenge: selecting, cropping, colour-treating and typesetting images from different sources so the grid reads as one photographer's eye. Each post is designed fresh rather than from templates, but held strictly within the identity system: the terracotta palette, the circular motif and defined typographic rules.
Website
The objective was a distinctive digital flagship for premium niche fragrance in India, one that elevates the experience above standard retail layouts. Luxury purchases are considered purchases, so the interface prioritises brand storytelling and artisan narratives over hard selling, building the trust a higher-value purchase needs.
The information architecture stays transparent and editorial: users always know where they are, and the story never gets in the way of the shop.
The most important decision here is invisible: login is OTP-first with profiles optional. First-time luxury buyers rarely commit to creating an account, so I removed that friction from checkout entirely and let the profile come later.
UI & Button Interactions
The interaction mirrors the product itself. Discovering a scent is a small reveal, so browsing one should be too. Colour becomes the reward for exploration, which keeps the interface quiet by default and alive in use.
Final Designs
The layouts as designed and delivered: homepage, shop, product page and checkout, built as one continuous editorial experience from first scroll to confirmation. The live site is maintained and updated by Luvih's in-house team, so the designs below represent the experience as originally delivered.
Reflection & Outcome
Working end-to-end on Luvih sharpened how I think about brand systems: the identity only succeeds if it survives contact with real constraints, budgets, small screens, supplied content and other hands maintaining it after handover. The social grid, still running within the system a year on, is the proof I care about most.