The studio behind AWP (As We Proceed) has created a captivating, nostalgic identity for Elsewhere Fragrances, a Los Angeles-based scented candle company. The design concept draws inspiration from travel destinations “from this world and beyond,” evoking a sense of wanderlust and discovery that resonates deeply with the brand’s mission. Founded in 2020 by Ethan Gaskill, Elsewhere Fragrances aims to transport its customers to distant locations through the power of scent, each fragrance representing not just a place, but the memories, stories, and textures that define it.
When Ethan first approached AWP, a studio driven by the art of storytelling, the creative team was immediately captivated by the opportunity to bring Elsewhere’s narrative to life. “What a rich tapestry of imagery and sensory experiences we had to draw upon,” reflects Emanuel Cohen, co-founder and creative director at AWP. He explains how the challenge of translating Elsewhere’s brand identity into visual elements allowed the team to explore the intersection of scent, memory, and visual cues. The studio’s task was to craft a holistic visual system that would align with Elsewhere’s vision and create a product experience that captured the essence of its evocative fragrances.
The journey began in the lab and among library shelves, where AWP was inspired by Elsewhere’s commitment to intentional, hands-on production. “We were drawn to Elsewhere Fragrance’s commitment to an intentional laboratory production approach, using only premium ingredients and a hand-poured method,” says Mariane Vaillancourt, co-founder and creative director at AWP. This meticulous attention to craftsmanship became a guiding principle for the design team as they looked to reflect the brand’s authenticity and dedication to quality.
Inspired by the notion of archiving memories through scent, AWP turned to typography that evoked the feeling of “dusty library shelves and laboratory notecards.” The font family they selected was intentionally chosen to evoke a sense of nostalgia, reflecting the founders’ desire to transport customers through scent while also signaling the care and thoughtfulness behind each fragrance. The bookplate logo type added to the design’s connection to classic literature and archival materials, creating a visual language that paid tribute to Elsewhere’s idea of preserving moments through fragrance. “Like an author’s notes leading to the writing of great chapters, the graphic system encapsulates the methodical and inspired process of creating Elsewhere’s scents,” says Emanuel, emphasizing the connection between storytelling and scent creation.
AWP’s design brilliance is particularly evident in the packaging, which brings the brand’s identity to life through a multi-sensory experience. Soft-textured cardstock, embossed details, and photographic cutouts are paired with mirrored materials that reflect the surrounding environment, creating a visually dynamic and tactile experience. The packaging’s tactile elements extend to the candle vessels themselves, where rich textured labels are hot-stamped with the scent’s story. These labels invite customers to imagine their own narratives, further enhancing the personal connection to the product.
The main challenge for AWP was translating Elsewhere’s intangible feelings into a tangible graphic language. To achieve a nostalgic look and feel, the studio embraced home video-style footage and soft-focus, grainy film photography. This art direction aimed to evoke sentimentality and a longing for the past through imagery that reflected vintage aesthetics. “We aimed to evoke sentimentality and a yearning for the past through imagery that would reflect vintage aesthetics,” Mariane concludes. The result is a visual identity that invites customers to surrender to a dreamlike and peaceful realm, where scent becomes the gateway to distant memories and unexplored places.
AWP’s work with Elsewhere Fragrances showcases their ability to create designs that are deeply rooted in storytelling and sensory experiences. Through their thoughtful exploration of scent, memory, and visual design, the studio has crafted a brand identity that not only looks back at the past with nostalgia but also transports its audience to a world of imagined journeys.
