In 2026, premium fragrance house Shang partnered with CraftGrowft to develop the packaging and visual identity for their upcoming signature line, the Illusion (幻) collection. Shang sought a visual language that could capture the ethereal, lingering sensation of a dream—an intoxicating, sensory state akin to being gently tip-drunk.
What we did
Branding
Packaging
Visual Identity
Client
Year
Industry
Shang
2026
Scent & Perfume
To capture the elusive nature of scents and dreams, CraftGrowft translated emotional states into tangible sensory design, drawing inspiration from natural landscapes and quiet luxury minimalism:
Framed Memories (The Polaroid Concept): Dreams and memories are often fragmented yet vivid. We designed the outer box and bottle labels around a central, framed photographic vignette—resembling an artistic Polaroid snapshot. Each image captures a transient natural moment (coastlines, misty skies, and wild flora), inviting the user into a subtle daydream before the fragrance is even experienced.
Natural Warmth & Tactile Balance: To reflect the lingering, grounding warmth of a gentle buzz, we paired sleek glass bottles with custom natural wooden caps. The organic grain of the wood provides a tactile, earthy contrast to the soft matte paper textures and clean serif typography.
Colour Story of Atmospheric States: Each variant in the trilogy represents a distinct atmospheric nuance, seamlessly blending imagery and tone.
