● Real Project · N°01

Scent Stories — Creative Direction & Social Content

Creative direction and social content for a fragrance brand — building a consistent visual presence, content strategy, and posting system around scent storytelling and product discovery.

A visual language built for fragrance.

Scent Story No. 04

"The kind of scent you wear on a Sunday."

Scent Story Carousel

Emotional product storytelling

New Arrival

Date Night

Warm amber · Rose · Sandalwood

10ml decant available

"Warm enough for winter, soft enough for always."

Product Spotlight

New arrival with scent notes

Know Your Scents

What are scent families?

Floral — soft, romantic, wearable

Woody — grounding, warm, earthy

Fresh — clean, airy, modern

Oriental — rich, spiced, memorable

Educational Post

Scent family education series

Content System

Four content pillars. One consistent voice.

The content direction was built around four recurring pillars — each serving a different audience intent while maintaining the same editorial tone.

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Scent Stories

Short editorial posts connecting a product to a feeling, memory, or moment. Soft copy, minimal text, emotional resonance.

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Product Discovery

Single-product spotlights with scent notes, availability, and a clear call to shop. Carousel format for collections.

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Scent Education

Educational carousels about fragrance families, layering, and care — building trust and time-on-profile.

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Behind the Brand

Behind-the-scenes content, packing moments, and brand personality — building audience connection over time.

What Was Built

A complete content and creative direction system.

Creative Direction

Visual identity direction for social — colour palette, type, mood, spacing
Canva template suite covering all four content pillars
Brand tone guide: soft, editorial, emotionally resonant
Post format specifications for static, carousel, and Reel cover

Content Production

Content calendar framework — organised by pillar and posting frequency
Scent story copy templates across product categories
Educational series — scent families, layering, and care guides
Caption framework: hook, description, soft CTA

Posting System

Meta Suite scheduling setup and workflow
Consistent posting rhythm across feed and stories
Hashtag strategy grouped by pillar and audience intent
Story format templates: product drops, reposts, engagement

Visual Assets

Cover graphics for each scent story post in the series
Product spotlight cards with scent note formatting
Collection carousels for seasonal arrivals
Highlight cover set matching brand aesthetic

How It Was Built

Four steps from brief to system.

Brand & audience audit

Reviewed existing content, identified tone inconsistencies, and clarified what the brand needed to communicate to its core audience of scent-curious, discovery-led buyers.

Direction & pillar design

Defined four content pillars, aligned to audience intent. Created a colour and type direction in Canva covering all post formats with brand-consistent styling.

Template & content build

Produced the full Canva template suite, wrote the scent story series, built the educational carousel sequence, and created the posting calendar framework.

System handover

Delivered templates, caption frameworks, hashtag strategy, and Meta Suite scheduling guidance — structured so the brand could post consistently without starting from scratch each time.

Context

What this was built to solve.

The challenge Scent Stories is a perfume brand built around the idea that fragrance carries memory and emotion. Despite having high-quality products and a clear aesthetic, the social presence was inconsistent — posts varied in tone, format, and visual quality, making it harder to build brand recognition or a loyal following. There was no repeatable system for what to post or how to say it.

Outcome

A cohesive creative direction, full template suite, and posting system that let the brand show up consistently on Instagram with a clear visual identity and tone. Content became faster to produce and more recognisable across the feed.