Project Description
This is a project to develop a fragrance for Brunello Cucinelli as an introduction to the Perfume & Beauty Market.

Innocuo
Innocuo is a luxury fragrance created for Brunello Cucinelli to debut their presence in the Perfume & Beauty Market. It serves as a related diversification of their product lines; adapting to their current clientele while expanding their target market. Five billboard advertisements are featured in NYC, complemented by an Instagram impression advertisement campaign that promotes consumer interaction and reaches over 4 million on-screen impressions.

The Bottle
Each bottle is uniquely crafted by glass-blowing artisans, resulting in distinct shapes that celebrate individuality. Made from clear glass, it is 100% recyclable and reusable, aligning with Brunello Cucinelli’s Humanistic Capitalism movement—“Harmonious equals Sustainable.” The locally sourced, laser-cut leather wrap minimizes waste and elevates quality, while the design allows the bottle to be refilled at a reduced cost, further preventing waste.

The Fragrance
Inspired by the sights, scents, and beauty of the Italian countryside, Innocuo represents a tangible embodiment of Solomeo—the heart of Brunello Cucinelli. Guided by the brand’s renowned warmth and comfort, the fragrance captures the essence of both the brand and Italy. The countryside of Solomeo inspires vibrant top notes of lemon and bergamot that smoothly transition to a creamy cashmeran, finishing with a cedar tobacco base note that evokes cherished memories.

From start to finish, Innocuo embodies the best of Solomeo, Italy, and the exceptional design and quality of Brunello Cucinelli; timeless, effortless, elegant, versatile, and comfortable.

Responsibilities
I lead creative direction and vision of the overall project, managing timelines and creative strategy, and drive creative production, photoshoots, and graphic design. In addition, I oversee production of the bottle and fragrance, market strategy, trend analysis and forecasting, team management, and ensure these comply with Brunello Cucinelli’s brand consistency and standards.