AURÉLLE
Role
Studio concept · Invented brand
Year
2026
Discipline
Commerce
01 The brief
AURÉLLE is a fictional Parisian parfum house with a single expression - Nuit d'Or. We invented the brand, the golden-hour positioning, the olfactive story, and the entire commerce surface from scratch as a luxury editorial exercise.
02 The approach
01
Golden hour as the only headline
The fold pairs a liquid-gold product splash with a two-line serif headline - 'The golden hour, after dark.' - where the second line shifts to muted gold. One fragrance, one mood, one price point. No flanker noise.
02
The pyramid as a three-act story
Top, heart, and base notes each get a captioned still - bergamot and pink pepper, jasmine sambac and rose de mai, amber, oud, and vanilla - numbered and narrated like movements in a nocturne rather than a spec table.
03
Craft stats that justify €245
18% parfum concentration, 32-hour maceration, 50ml hand-poured flacon - surfaced as three quiet metrics beside a dark-stone materials photograph. Luxury buyers want process, not adjectives.
04
Acquire, not add to cart
The primary CTA reads 'Acquire' in navigation and 'Add to Bag' at the price block, with a €12 sample path and complimentary engraving called out inline. The language matches the price tier.
03 What we shipped
- Luxury editorial site with liquid-gold hero motion
- Olfactive pyramid across three note chapters
- Film section and manifesto copy block
- Craft section with concentration, maceration, and flacon stats
- Acquire flow with full-size and sample pricing
- Newsletter sign-up for private releases and house stories
Built with
04 What we'd ship next
Live as a concept at aurelle-rose.vercel.app. Were a real maison to brief us, the next move would be a checkout integration with engraving options and a stockist map for physical retail.