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Ataroma - Branding


“A perfume is like a piece of clothing, a message, a way of presenting oneself,

a costume that differs according to the woman who wears it.”


– Paloma Picasso


The word ‘Atar’ comes from an ancient Persian word for aroma ‘ottar’, that means perfume, fragrance or scent. ‘Atar’ is more than 60,000 years old in India. Back in the old days, female perfumers called Gandhakarikas prepared fragrances for kings and their queens, using a mixture of oils, crushed herbs and flowers. Amongst the flowers most popularly used were Roses (Gulaab) and Lilies (Kumud), which can be found in abundance in India.


My studio was commissioned to develop a brand identity for "Ataroma", a set of original fragrances extracted from the florescence of the Indian mainland. Like interpretations of the same piece of music, these two perfumes have been composed around a delicate accord of Lily and Rose petals that define the essence of a bold and free Indian woman.



Rose (Gulaab) is known to have a magnificent scent of its own. This atar refreshes, relaxes and eliminates any tension or anxiety. A popular fragrance in aromatherapy, this atar opens with a sweet and sensual note of rose, heightened with touches of crushed petals.



Lily (Kumud) blossoms have a sweet fragrance that not only pleases the mind but keeps us healthy. The fragrance of this atar is quite rich, soft and sweet, enhanced with the mesmerizing aroma of the lily flower.



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