Mavelle: a case study by LAIN

Mavelle

Fragrance

Visual identity, campaign visuals, motion, Instagram carousel

2026

A scent for the
modern pioneer.

Mavelle crafts scents for the modern pioneer. Its first, M08 Electric Kiwi, pairs the sharp freshness of the fruit with cold, metallic and ozone elements, and moves through three notes: crushed ozone, molecular saffron and raw black leather.

So the brand could not be loud, it had to be charged. Everything sits in black glass, stone and shadow, and a single electric green appears only where light touches it: the rim of a bottle, the iris of an eye, the cut face of a kiwi.

The figure with the bottle, in a smear of green light

M08 Electric Kiwi: the scent and its notes over the fruit

Built in
the dark.

Mavelle is built in the dark. The bottle is in the room, but nothing shows it until a light finds it, and the light is the same mint green that runs through the whole brand. Point at the room, then scroll and let the light open.

It doesn't beg for attention.

It demands it.

Unapologetically.

Wide letters,
one electric green.

The wordmark is wide and a little rough, its letters set far apart like a sign. The palette is six greens running from charcoal to a pale mint, and the brightest is kept for light: a rim, an iris, a glow.

The portrait, the wordmark and the six greens, in motion

The wordmark and its typeface sheet

The palette on the brand's own board

The wordmark cropped into the grid it is drawn on

Glass that
holds the dark.

A matte black cylinder under a smooth dome, the name pressed into the glass. It is cut open beside the fruit, drawn like a part, then set against rough stone and a cut green crystal, so something hard and cold carries the scent.

The bottle and the cut fruit

The bottle drawn, then cut from stone

Born from shadow, alive in green

A block of stone with a green crystal set in it

Every detail,
cut sharp.

The pictures behind those slides at full size: the bottle as a technical drawing, the stone and its crystal, the poster of the scent and the kiwi as a glass sphere.

The bottle as a technical drawing

The bottle beside a block of stone with a green crystal set in it

A poster of the scent: born from shadow, alive in green

Electric Kiwi: the fruit as a glass sphere

Put it in a room,
the room changes.

The same look goes out of the screen: into a dark perfume hall lit from a single oval, onto posters in a station, into a crowd where one figure in a green coat stands still, and into an eye that is also a post in a feed.

A perfume hall lit from a single oval

Posters in a station: the bottle, the kiwi, the wordmark

A figure in a green coat, standing still while a crowd moves

The eye as a post in a feed

Not an
attention seeker.

The same world laid out as one long page, then as clips: the figure and the bottle in the dark, the bottle opened by hand, and the bottle lighting its own edge in an empty room. Type stays small and mono, so the pictures lead.

The whole page, top to bottom

The wordmark and the figure, blurred with speed

It intensifies what others cannot possess

The bottle, opened by hand

The bottle lights up in the dark

See it in full.

The shot on Dribbble.