Capturing the spirit of Australia.
Brand development for Cooee, a new premium fragrance.
Context
Cooee is an Australian premium fragrance in the making, inspired by the duality of the country itself—raw, unspoiled nature and sophisticated urban elegance.
COOEE (KOO-ee) – Derived from the Aboriginal word ‘gawi,’ meaning ‘come here,’ Cooee has evolved into a call that echoes across distances, symbolizing community, connection, and the spirit of modern Australia.
This concept explores how the essence of Australia can be captured in scent, blending the warmth of its wild landscapes with the refined vibrance of its urban culture. At its heart, Cooee embodies the idea of calling out, inviting discovery, and creating a sense of connection that lingers.
Creative Strategy
The creative strategy for Cooee is anchored in a balance of natural beauty and refined sophistication, an embodiment of Australia’s dual spirit.
The brand’s logo is defined by its bold simplicity, with the ‘O’ serving as a reminder of the perfume bottle’s shape, an iconic silhouette that reinforces brand recognition. This versatile design element is central to the brand system, not only is it the shape of the bottle, but it can also frame imagery or act as a distinctive visual mark. A vibrant palette of striking pink and red is tempered by rich blue and earthy brick, reflecting the contrast between urban elegance and wild landscapes. Typography also reinforces this duality, combining a sophisticated serif with a clean, mono sans-serif, while imagery blends editorial street style with raw, natural textures, light, shadow, and landscapes.
Together, these elements create a brand that is both distinct and flexible, capturing Australia’s essence while maintaining an air of understated luxury.
Image Disclaimer. Images on this site are for concept development use only. Where sourced from others, they’re shown non-commercially, with full rights retained by original creators. If you’d like an image removed, just get in touch.