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Andrea Maack Launch And Rebranding

Maack is introducing a new uniform, highly photogenic brand identity for the fragrance vessels. The striking black bottle and box were designed in collaboration with Maddalena Casadei at Studio Irvine in Milan, Italy, with graphic design by Tommaso Garner, who interpreted Maack’s original paintings to complete the new brand look.

Andrea Maack Fragrances

 

Going to Reykjavik soon for their annual DesignMarch festival, I can’t wait to sniff the new scents from one of my favourite perfumists, Icelandic artist and designer Andrea Maack. Both of the scents seem very interesting, and are described like this:

DUAL is a unisex sport fragrance inspired by the calming water of the natural hot springs in the Icelandic Highlands. DUAL mimics the feeling of fresh water on the skin and the intense color spectrum surrounding the hot spring lagoons. The powerful, uplifting aromas of ginger, lemon and pink pepper coexist with the grounded woody elements of dry amber and cedarwood, resulting in an enlivening scent experience.

Soft Tension is a sensual white musk inspired by a thick mysterious fog. Like a white desert, the fog is a place to get lost in and let go. Soft Tension is a bold mix of musks combined with freesia that grounds itself in the skin. Black raw materials are mixed with white ones, such as mate absolute, cedarwood and moss, creating the soft tension.

Andrea Maack New Branding

With these releases, Maack is introducing a new uniform, highly photogenic brand identity for the fragrance vessels. The striking black bottle and box were designed in collaboration with Maddalena Casadei at Studio Irvine in Milan, Italy, with graphic design by Tommaso Garner, who interpreted Maack’s original paintings to complete the new brand look.

I’m not quite sure what to think of the new bottles. Maybe the design will grow on me, but for now I much prefer the simple, understated look of the old bottles, which were just classic rounded, clear glass with a terrazzo/stone look cap. I don’t really see the meaning of this new slanted shape? Also, they look so similar I wouldn’t be able to pick the right one in the morning…

Anyways, a European web shop was launched at the same time as the new look, so now refilling my bathroom cabinet no longer requires a trip to Iceland, yay!

 

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