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KARUSLL
'Carefree Perfumes'
KARUSLL
'Carefree Perfumes'
Carefree is a positive state of mind.
Filled with lightness, joy, and freedom from unnecessary worries.
Supporting Messages:
Supporting Messages:
- Life in Colour: Playful
- Real & Relevant: On-Trend
- Join the Ride: Social
- Accessible Quality: Value
Brand Positioning
Brand Positioning
Why / How / Why
Why / How / Why
Why:
Because fragrance should express personality - not status.
How:
By building a playful fragrance brand shaped by culture and real life.
What:
[Trend-driven], modern fragrances at an accessible price.
Brand Archetype: Jester
Brand Archetype: Jester
Fragrance has long been dominated by seriousness, status and perfection.
Karusll chooses the opposite.
We believe fragrance should feel playful, expressive and human - a small spark that adds colour and personality to everyday life.
Fragrance shouldn’t feel intimidating or exclusive.
It should feel like a playful part of life.
Tone-of-Voice
Tone-of-Voice
How we sound like
How we sound like
Uncomplicated
Real
Lively
Warm
How we don't sound like
How we don't sound like
Exclusive
Stiff
Childish
Boring
Examples
Examples
‘Life isn't (that) serious’
'Join the Ride'
‘Carefree Looks Good on You’
'Trust your Gut'
Visual Identity
Visual Identity
Logo
Colour
Font
Visual
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