Massimo Dutti Blooming

With Blooming, the brand set out to create a new fragrance family with its own distinctive codes, opening the door to a slightly more daring olfactory world and elevating the image of perfumery—particularly at the point of sale.

This family of women’s fragrances is based on floral notes, which inspired the name of the collection. The client’s brief called for a warm visual identity, with amber as the main colour and an elegant, timeless aesthetic. The semi-sphere—or semi-circle—used as a floral icon is the geometric form that structures the entire packaging.

We chose a bottle with rounded shoulders and designed a bespoke stopper specifically for it. The distinctive feature of the container’s silhouette lies in the inverted curves of both the bottle’s shoulders and the stopper. A black tube adds a unique touch while echoing the colour of the stopper. The box is encased in a sleeve that features, on its lower section, a die-cut reproducing the characteristic semicircular shape of the design.