Studio Select’s brand identity for perfumery Serviette is steeped in sophistication

Good design looks good, maybe even feels good. But what about when it can smell good too? After the sale of a skincare startup where Ben Tan was creative director, he and his partner, set designer Alicia Sciberras, finally gave in to an idea that had been lingering for a while; to begin a creative studio, Studio Select. With their strengths in cosmetics, it made sense that they would take on the job of creating the visual identity for niche perfume brand Serviette. With a background in classic graphic design, editorial design, and branding, Studio Select have succeeded with their holistic approaches – when perfumer Trey Taylor approached the duo to spearhead Serviette’s look and feel, it was less of a meeting and more of an act of alchemy.

Serviette’s identity is one of class. Studio Select produced a selection of photos that emulate sophistication and faded aristocracy. It’s an idea that consumers can relate to – perfume as a signifier of a place, a person, a type of intelligence. Serviette were interested in evoking feelings of an established heritage brand from a much earlier century. In response, Studio Select crafted a brand look that challenged established codes and transmuted into a dialogue about why certain symbols are linked to “high taste”.

“To witness how Ben and Alicia play off of each other’s creativity, with references to old type foundries and obscure print magazines, foreign cinema or underground artists, was such a joy to witness,” says Trey. This union of kindred spirits is evident in the cleanliness of Serviette’s identity. Each idea coalesces into the next, a supreme elegance lies in each flick of the custom type design that lies on the emerald greens of Serviette’s perfume boxes and in the printed lettering on its sleek bottle. Returning to the idea of vintage branding, the design of the custom logotype was inspired by Nebiolo, an “old style” hand-drawn typeface previously lost to time. Studio Select breathe new life into its legacy, with the logotype for Serviette, with its curved “S” and heightened “e” striking notes of melodrama.

This melodrama is felt in the the identities photographic work. In one photo, a figure sits at a table with a dining cloth over their head, mirroring the 18th century French act of eating ortolan, a tiny songbird which was prepared to eat whole, bones and all, in order to trap the powerful scent of the roasted bird. Such a clever aromachological reference could only come from Studio Select, as playful as they are scholarly. As well as that, the green shade of the text itself is influenced by baize, a 16th century fabric that came to signify the difference between the upper and lower classes in British society. It’s in Serviette’s old-world symbology and refined taste that set them apart from other brands. With Studio Select’s sharp design, Serviette has not only made something that looks gorgeous but also created thoughtful conversation around class and wealth.