Challenge
In the home fragrance category, visual language is often dominated by similar premium cues. Xenos wanted to introduce a private label range that would stand out while remaining unmistakably on‑brand.
The collection needed to create strong shelf impact while allowing each fragrance to express its own character. At the same time, the design had to support a scalable product range suitable for both the Dutch and Belgian retail markets.
Strategy
Yellow Dress translated Xenos’ belief “being different makes life colourful” into a clear category concept. Inspired by global marketplaces, we created a design framework where individuality and consistency reinforce each other.
The strategy focused on developing a scalable private brand design system that could support a growing fragrance portfolio while maintaining strong brand recognition across the shelf.
Design
Each fragrance was given its own visual universe rooted in craft, handwork and cultural symbolism. Expressive colour palettes and layered illustration create a decorative aesthetic that stands out in the category while remaining recognisable as part of one coherent collection.
Across diffuser, room spray and candle formats, the packaging forms a strong brand block on shelf.
During the concept exploration phase, artificial intelligence tools were used to explore illustration styles, colour directions and visual territories, accelerating the design process while maintaining a crafted design language.
Impact
The Scent Series positions Xenos confidently within the home fragrance category without compromising its distinctive brand character.
The result is a future‑proof private label design system that strengthens brand identity, increases gifting appeal and attracts consumers visually before the scent is even experienced.
Project details: see below the images
Project details
Client: Xenos
Agency: Yellow Dress Retail
Project: Private brand design – home fragrance collection
Category: Gifting / home fragrance
Product range: 12 SKU’s (diffuser, room spray, candle)
Market: Netherlands & Belgium
About the project
Yellow Dress Retail developed a private brand design for Xenos’ home fragrance collection, created for the Dutch and Belgian market. The project focused on building a distinctive gifting range with strong shelf recognition across a scalable 12‑SKU product architecture.
The Scent Series is a private label home fragrance collection designed to strengthen Xenos’ gifting proposition while creating clear visual differentiation in a category dominated by generic premium codes.
Approach
The strategy focused on developing a scalable private brand design system that supports a growing fragrance portfolio while maintaining strong brand recognition across shelf.
During the concept exploration phase, artificial intelligence tools were used to explore illustration styles, colour directions and visual territories — accelerating the design process while maintaining a crafted design language
FAQ
What did Yellow Dress design for Xenos?
Yellow Dress created the private brand packaging design and visual concept for Xenos’ home fragrance range.
What was the goal of the project?
To develop a distinctive gifting collection with strong shelf visibility in the competitive home fragrance category.
How large is the product range?
The concept supports a scalable product architecture of 12 SKU’s across multiple fragrance formats.
