The perfume industry reeks of high-end fashion brands that put low-quality ingredients in ornately decorated bottles and fly A-List celebrities to exotic locations to promote their scents. Phlur is not one of these brands. They don’t put harmful chemicals in their products, they invest more in perfumers than spokespeople and they aren’t afraid to smile every once in awhile. Phlur was turning the fragrance industry on its head, and they needed to attract new like-minded loyalists to help spread the word.



One of Phlur’s biggest differentiators is their transparency. From their origins to a comprehensive list of clean ingredients to their involvement in social and environmental initiatives, they put a lot of stories out there for the world to see. They represent, righteously so, a lot of things. But they needed a way to consolidate stories and communicate their differentiators to customers instantaneously. Distilling the brand down beyond the sum of its parts, we found that Phlur stands out most for what they stand for. Put simply, Phlur is “Good. Clean. Fun.”



“Good. Clean. Fun.” now serves as the north star for Phlur’s advertising. Those three simple yet impactful words can be seen and felt everywhere from their corporate mantra, to their Instagram account, and most prominently on their homepage.