Velours Noir – Luxury Perfume Packaging & Brand Concept

Concept & Artistic Direction

Velours Noir is a luxury perfume packaging concept developed as a complete artistic direction project, combining branding, packaging design, campaign visuals and exhibition display.

The objective was not only to design a perfume bottle and box, but to create a coherent and immersive brand universe built around elegance, sensuality and visual sophistication.

The art direction is based on a strong contrast between deep black tones and delicate gold botanical line illustrations, creating a refined and timeless luxury aesthetic.
The name “Velours Noir” evokes a tactile and emotional experience, translated visually through soft lighting, smooth gradients and a minimalist typographic composition.

The packaging design follows a premium positioning with a clean bottle structure, balanced label hierarchy and elegant black and gold graphic patterns.
The bottle remains modern and understated, allowing the branding and storytelling to enhance the perception of luxury.

Beyond the packaging itself, the project extends into a full visual identity system including key visuals and a conceptual exhibition stand.
The stand was designed with a gallery-inspired approach, featuring a large-scale backdrop, digital display frames and a marble pedestal to elevate the product presentation.

This 360° design approach demonstrates how a perfume brand can be visually built from product packaging to spatial presentation, ensuring strong coherence across all touchpoints.

The result is a sophisticated and immersive luxury perfume concept where packaging, visual storytelling and brand identity function as one unified creative direction.

Brand Universe & Visual Storytelling

Rather than designing a simple perfume box, the goal was to create a complete visual universe.
The identity combines floral line art, minimal composition and a cinematic lighting approach to evoke mystery, softness and high-end positioning.

The model featured in the key visual reinforces the narrative of elegance and timeless beauty, while the straw hat and jewelry introduce subtle texture and visual depth.

Packaging Design

• The packaging was designed with a luxury-oriented approach:
• Deep black background for premium positioning
• Fine gold botanical illustrations for refinement
• Minimal label structure for readability and elegance
• Balanced typography hierarchy to enhance brand perception
• The bottle design remains clean and modern, allowing the packaging and the brand storytelling to take center stage.

Exhibition Stand & Display Vision To push the concept further, a branded exhibition stand was also created.
The stand integrates:

• A large-scale backdrop with the main campaign visual
• Digital display frames for animated content
• A marble pedestal to elevate the product
• Minimal decorative elements to preserve a luxury gallery aesthetic

The objective was to simulate how the perfume could be presented in a high-end retail or trade show environment, reinforcing the immersive brand experience. Design Approach

This project was conceived as a 360° creative direction exercise, combining: branding, packaging design, advertising visuals and spatial presentation.

The intention was to demonstrate how a perfume brand can be built visually from product to exhibition space, with a strong and cohesive artistic identity.

Credits Art Direction & Creative Direction: Benjamin Le Nir – Loseou
Packaging Design: Benjamin Le Nir – Loseou
Project Type: Concept / Luxury Perfume Brand Concept
Location: Bordeaux, France
Category: Perfume Packaging / Luxury Branding