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Case 01 · Creative Direction

Ghazzal

A fragrance house that had to look expensive before anyone could smell it.

Ghazzal SOZ perfume poster: the amber bottle lit on black satin under the script headline The Crown of Elegance.
Client
Ghazzal
Year
2025
Scope
8 pieces · social, web cover, identity · up to 24,073 px
Tools
CorelDRAW, Adobe Photoshop
Services
Creative Direction · Marketing Design · Brand Identity
Delivered
Identity mark · Product art direction · Campaign posts per SKU · Sale creatives · Web and social covers

01 · The brief

Ghazzal sells fragrance online. Nobody can smell a website, so the photograph and the typography have to do the entire job — and five SKUs all had to feel like one house while still being told apart at a glance.

02 · Constraints

  • 01Five products with genuinely different characters to distinguish
  • 02Sale and full-price creatives living side by side in one feed
  • 03A web cover that had to survive every platform's crop
  • 04No studio budget for a full shoot per variant

03 · Approach

One house, five moods

Black and gold is the house. Each SKU gets its own set instead of its own brand: SOZ on black satin, HAMALA on moss and orchids, GUDAZ in a gym. The palette never moves, the world always does.

The mark carries the range

A gold deer head inside a broken circle, drawn as curves so it works foil-blocked on a box, etched on glass and still legible as a 40px avatar.

Discount without cheapening

Sale posts put the price on a yellow band and leave the bottle on black. The product never shares a surface with the discount.

Built oversize on purpose

The web cover is 24,073 px wide so it stays sharp on a desktop banner and still crops cleanly to a phone header.

04 · What was delivered

Identity mark, product art direction, every campaign and sale creative, and the web and social covers.

  • Identity mark
  • Product art direction
  • Campaign posts per SKU
  • Sale creatives
  • Web and social covers

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05 · Gallery

Ghazzal SOZ perfume poster: the amber bottle lit on black satin under the script headline The Crown of Elegance.
SOZ — The Crown of Elegance. Single-product poster, black satin set, script and small-caps lockup.
Ghazzal website cover: five perfume bottles reflected on black beside the gold deer mark and the Ghazzal wordmark.
Web and Facebook cover. 24,073 px wide so it holds up on a desktop banner and a phone.
The Ghazzal identity mark: a gold deer head inside a broken circle above the wordmark and the line The Essence of Elegance.
The identity mark on its own — gold on black, set for embossing and for a 40 px avatar.
Ghazzal HAMALA perfume standing on moss among white orchids, under the headline Own the Moment with HAMALA.
HAMALA — a green, botanical set, deliberately the opposite of the black satin used for SOZ.
Ghazzal GUDAZ perfume beside a dumbbell and gym towel under the headline The gym is your arena, Gudaz is your signature.
GUDAZ, placed in a gym. One product, a different audience, the same type system.
Ghazzal GUDAZ sale post on black and yellow showing up to 50% off with the old price struck through.
Offer post. Yellow band carries the price, the bottle stays on black so the product never competes with the discount.
Ghazzal Azadi Sale post in Pakistan-flag green and white showing three perfumes at 50% off with stars behind them.
Independence Day sale. Three SKUs in one frame with the flag palette taking over the brand black.
Ghazzal teaser poster reading Not every fragrance has a story, this one carries a legacy, with a bottle fading into black and a Coming Soon badge.
Launch teaser. The product is half-hidden on purpose.

06 · Result

One visual house across five products and two price positions. The set can absorb a new SKU without redesign — the mark, the palette and the type are fixed, and only the set changes.

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07 · Questions

About this project

How do you photograph five perfumes without five separate shoots?

Each SKU gets its own set rather than its own shoot day — black satin, moss and orchids, a gym. The lighting setup and the type system stay fixed, so a new variant needs a surface and a prop, not a new art direction.

Can you do the same for a product range that doesn't exist yet?

Yes. The identity mark and the type system come first, and the product photography is directed against them. That way the first shoot already fits the brand instead of the brand being reverse-engineered from the pictures.

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