Brazilian design agency Casa Rex (which recently opened a branch in London) has created a new visual identity for the Swiss fragrance and flavor house of Firmenich. The “integrated identity system” was developed to work across all platforms in each of the countries in which the company is represented. Moving away from common visual cues traditionally associated with aromas or fragrances, “We created brands that talk to each other, that are easily identified as being part of the same family and are also instantly recognizable as being part of Firmenich,” explains Samia Jacintho who designed the project together with Gustavo Piqueira, head of Casa Rex.

The new identity “explores the olfactive universe not just as a scientific process but as a creative work that amplifies and values the senses—an expressive and dynamic identity that visually translates the sophistication and the originality of Firmenich,” says Piqueira.

In addition to creating the new brands, the agency has also developed collateral ranging from templates to animated movies for Firmenich.