Smel.
Smel. is a cheeky, fun and straight-talking perfume dupes brand that packs punches when it comes to saving £££s for people that want to Just. Smel. Good.
MuddyWellies x Love & Logic
I was hired by the outstanding Manchester agency, MuddyWellies to work with them on a brand that dares to be different! Previously known as Copycat Fragrances, The Wellies collaborated with their client to rename the brand. This bold move challenges traditional notions of luxury and sophistication. The new name is direct and unapologetic, capturing attention with its cheekiness and playful edge.
Smel. cuts through the noise of an often overly elaborate and pretentious fragrance industry, making a strong statement that high-quality scents don’t need to come with a high price tag or a fancy name. Together we created a daring and energetic visual identity that looks as cheeky as it sounds — and isn’t afraid to take shots at expensive designer perfume brands. And what’s their web address? yousmel.com of course!
It's all about the merch!
If a brand doesn’t have merch, does it make a sound?
The new identity was applied to a variety of merch, including totes, stickers, hoodies, and even a wash bag, all maintaining the positive vibes and cheeky messaging.
A brand made for social
Its cheeky and playful personality thrives on platforms like Instagram and TikTok where authenticity and humour are key.
Smel.’s direct and unapologetic tone breaks through the clutter, making it easy to stand out in users’ feeds.
