Lexus Olfactory Identity
Creation of an exclusive olfactory signature to translate the Japanese philosophy of Lexus into a sophisticated sensory experience, present at different moments of the customer journey.
Client
Lexus Alphaville
Industry
Premium automotive
Services
Sensory branding · Brand experience · Activation
The Challenge
Create memorable differentiation for a premium dealership operating in a highly competitive region, going beyond the limits of visual communication and establishing an emotional connection with a sophisticated and demanding audience.
Our Objectives
Develop an exclusive sensory identity that translates the attributes of Lexus and the Japanese Takumi philosophy, creating a unique, consistent brand recall that is difficult for competitors to replicate.
Results
Actions and deliverables
AN IDENTITY THAT GOES BEYOND THE VISUAL
SENSORY BRANDING
THE TAKUMI PHILOSOPHY
TRANSLATED INTO SCENT
A fragrance created to represent precision, care, and artisanal excellence.
We developed an exclusive olfactory identity inspired by the Japanese Takumi philosophy, which represents the dedication and precision of master artisans. Each element of the fragrance was designed to sensorially translate the sophistication, attention to detail, and standard of excellence of Lexus.
CUSTOMER JOURNEY
THE SAME SIGNATURE
IN EVERY EXPERIENCE
Sensory consistency to make every contact with the brand recognizable.
The fragrance was integrated into the main touchpoints of Lexus Alphaville, including the showroom, vehicles, events, and press kits. The application created a more cohesive and engaging experience, making audiences recognize the essence of the brand even without the presence of visual elements.
MULTI-SENSORY EXPERIENCE
WHEN THE IMAGE ALSO
GAINED A SCENT
An unprecedented activation to connect communication, senses, and emotion.
We brought the olfactory identity to cinemas in a pioneering campaign featuring the diffusion of the fragrance during the screening of the commercial. By combining aroma and imagery, we transformed traditional communication into an immersive experience, amplifying the emotional impact and brand recall.
BRAND EQUITY
A MEMORY IMPOSSIBLE
TO BE MERELY VISUAL
A distinct sensory signature to linger in the audience's memory.
Lexus Alphaville now features an exclusive and recognizable identity element capable of triggering spontaneous memories and strengthening the emotional bond with its audiences. More than just a fragrance, the solution has become a long-term brand asset.
SEE HOW THE EXPERIENCE TOOK SHAPE
FROM CONCEPT TO EXPERIENCE
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