How to visualize a fragrance? Our connection to smell is one of those things so integrated into our lives that sometimes we don’t even question it. That’s why developing a visual experience to transform the way we relate to perfume is a great challenge that the team at George&Harrison took over for the visual identity of EveryHuman.

New lens inside an overlooked industry

It’s crazy to think that something so personal as one’s smell is often delegated to a few options mostly manufactured by global brands. That’s the reality that Algorithmic Perfumery by EveryHuman seeks to change through their carefully crafted formula that allows users to tailor their own perfumes by a set of thoughtful questions and the incorporation of artificial intelligence.

George&Harrison, the Netherlands based brand and design agency, found a middle point between precision and individuality. The typography for EveryHuman remains clean, grid based and rational, with the assertive choice of Plain, a font family designed by François Rappo. It contrasts with big dynamic and colorful shapes that aim to highlight uniqueness.

Crafting a face for algorithmic beauty

The brand symbol, a rotated “A” (∀) deepens the presence of mathematical language in the visual identity. ∀ is the universal quantifier symbol, in simple terms, it means “for all” or “for every”, a concept that fits perfectly inside the inclusive and personalized narrative behind EveryHuman.

This visual identity expands through a variety of touchpoints in the digital and physicial realm. From the app and website to the packages, catalogues and advertisement items. It visually bridged an innovative concept to its audience in need of a fresh option inside a traditional market. A clean, inviting and memorable face for a new way to pick our scent.