Start your project
Main menu

Smel.

Smel. is a cheeky, fun and straight-talking perfume dupes brand that packs punches when it comes to saving £££s for people that want to Just. Smel. Good.

Video transcript

Set against a teal backdrop, several iPhone-shaped graphics gently dance up and down the screen. Within each silhouette, various images of the product come to life, along with images of happy customers, on sunny yellow, light blue, and soft pink backgrounds. In addition, logo images emerge while oscillating images of the product bottles and spinning, circular taglines.

MuddyWellies x Love & Logic

I was hired by the outstanding Manchester agency, MuddyWellies to work with them on a brand that dares to be different! Previously known as Copycat Fragrances, The Wellies collaborated with their client to rename the brand. This bold move challenges traditional notions of luxury and sophistication. The new name is direct and unapologetic, capturing attention with its cheekiness and playful edge.

Smel. cuts through the noise of an often overly elaborate and pretentious fragrance industry, making a strong statement that high-quality scents don’t need to come with a high price tag or a fancy name. Together we created a daring and energetic visual identity that looks as cheeky as it sounds — and isn’t afraid to take shots at expensive designer perfume brands. And what’s their web address? yousmel.com of course!

Three SMEL fragrance bottles against a solid pink background. The bottles feature playful, abstract designs in bold colours – blue for Boss, green for Senorita, and pink for Alien – each with white, bubbly SMEL logos and silver spray tops.
Open SMEL-branded cardboard box against a bright turquoise background. The inside lid reads "OMG! You Smel. so good" in bold black text, while the outside says "Prepare to Smel. amazing!" The box contains yellow patterned tissue paper with playful branding.

It's all about the merch!

If a brand doesn’t have merch, does it make a sound?

The new identity was applied to a variety of merch, including totes, stickers, hoodies, and even a wash bag, all maintaining the positive vibes and cheeky messaging.

Light pink SMEL tote bag with neon yellow handles, shown against a bright blue background. The front of the bag features the phrase "What's that Smel?" in large, colourful block lettering in blue, white, and yellow.
Dark blue SMEL tote bag with soft pink handles, placed on a deep teal background. The bag is printed with the bold yellow SMEL logo in playful, rounded lettering across the front.
Bright blue SMEL tote bag with neon yellow handles, displayed against a turquoise background. The design features a large pink "S." surrounded by the phrase "Just. Smel. Good." repeated in a circle in yellow text.
Front view of a SMEL fleece jacket displayed against a dark background. The jacket features a pale pink body with black sleeves, collar, and chest pocket. A large dark "S." is printed on the left chest, and the pocket is decorated with a small yellow "SMEL." logo. The sleeves are patterned with repeating yellow "Just Smel. Good." circles around pink "S." logos.
Back view of a SMEL fleece jacket on a dark background. The jacket is mainly black with a large pale pink "S." logo across the back. The sleeves continue the yellow "Just Smel. Good." circular pattern surrounding pink "S." logos.
Bright turquoise SMEL hoodie displayed against a yellow background. The hoodie features a large neon yellow "S." logo that stretches across the chest and pocket, with contrasting white drawstrings.
Close-up of a person wearing a two-tone SMEL baseball cap with a dark teal crown and bright yellow brim. A bold blue "S." logo is printed on the front. The wearer is dressed in a white top, with the background kept neutral.
Back view of a dark teal SMEL hoodie against a soft pink background. The design features a large circular graphic with the phrase "Just. Smel. Good." repeated around a central pale pink "S." logo.
Colourful SMEL washbag with an abstract teal, pink, and blue pattern, set against a light background. The bag features a bright yellow SMEL logo patch and a dark teal handle strap printed with "Just. Smel. Good." in yellow text.

A brand made for social

Its cheeky and playful personality thrives on platforms like Instagram and TikTok where authenticity and humour are key.

Smel.’s direct and unapologetic tone breaks through the clutter, making it easy to stand out in users’ feeds.

Teal background with bold yellow text reading "Mates don't let mates Smel. bad," interspersed with small circular photos of smiling people holding SMEL fragrance bottles. Below, the SMEL logo and slogan "Just. Smel. Good." appear in pink and white.
Bold graphic with repeated "15% OFF" text stacked vertically in different weights and outlines, set against a bright blue and pink abstract background pattern.
Promotional graphic featuring two SMEL fragrance bottles, "Boss" and "Alien," against a yellow background. Bold teal text reads "Best Smellers" at the top and "from £9.99" at the bottom right.
SMEL brand toolkit collage featuring colourful panels. Includes playful SMEL logos in different colourways, lifestyle imagery of smiling people, product photos of SMEL fragrance bottles, bold typography examples with "Kaio" and "Polysans" fonts, and brand colour palettes with names like Sunset Coral and Island Green, all set against vibrant backgrounds.