Creed Fragrance Finder
The House of Creed is synonymous with rare ingredients, artisanal craft & timeless luxury. We partnered with the brand to create a bespoke fragrance finder that brings the intimacy and refinement of the in-store experience into the digital space.
The Challenge
The largest barrier to purchasing fragrance online is that you cannot smell it. Through customer research, we found that most loyal customers have been buying the same fragrance for years, sticking to what they know and trust.
Creed wanted to explore ways of offering the same level of guidance you would receive in-store from a shop assistant, introducing the brand, its scents and its history, while also giving existing customers and new visitors the confidence to try something new, whether for themselves or as a gift.
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Our Approach
After conducting in-depth customer research and receiving product and brand training from Creed, with the ambition of becoming fragrance experts ourselves, we collaborated closely with the Creed team to explore different journeys, language and tones of voice. The goal was to ensure an authentic experience that mirrors what customers would receive in one of their boutiques.
The Result
We created a highly emotional and visual experience that speaks to the senses. Luxurious and unhurried, the entire journey references the process of creating a fragrance, as if it were being crafted for you and refined through the questions you answer.
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The tone of voice and user journeys are personalised depending on whether visitors are shopping for themselves or for a gift, closely following the in-store experience. Every answer influences the next question, creating a genuine sense that the finder is tailored to each individual.
The experience gives customers space to explore, feel emboldened to try something new and special, review their results, edit their answers, and immediately see how those changes affect their recommendations. This flexibility allows users to engage with the finder in different ways: faithfully following the guidance provided, or adjusting answers back and forth to compare results and discover new fragrances.
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The look and feel of the finder is intentionally distinct from the main online store, with the aim of taking visitors on an alternative journey: more personal & more refined.
The typography is inspired by Creed’s historic bottles, which featured hand-scripted names and labels. Buttons and UI elements are designed to give as much space as possible to video and visual assets, while subtly referencing the craft of fragrance-making through glass elements and transparency. These details echo glass bottles, beakers, tubes and flasks, and serve as a quiet nod to Creed’s Millésime heritage and its dedication to using only the highest-quality ingredients.
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Creed’s Fragrance Finder is a fully bespoke design and build, sitting slightly separate from the main site and shoppable experience. This separation allowed us to create a truly immersive journey, free from distractions such as pop-ups or promotional bars. A reduced navigation was crucial to evoking the luxurious feeling of shopping in one of Creed’s physical stores, guided by a knowledgeable sales assistant, fully focused on the customer and their needs.
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