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How Smell Shapes The Way We Remember Brands
How Smell Shapes The Way We Remember Brands
29.09.2025
2
min read
Ever stepped onto an airplane, a mall, or inside a ZARA store and caught that distinct smell, always the same, faint but unmistakable? It’s subtle, almost invisible, yet instantly recognizable. That scent alone can bring back a familiar feeling, comfort, excitement, or just a sense of being in the right place. It’s not random. It’s part of how these brands build recognition.
This is what we call olfactory identity. The use of scent as part of a brand’s sensory language.
What Is an Olfactory Identity?
Olfactory identity (or scent branding) is the intentional design and use of a signature scent throughout a physical space and across touchpoints, to become part of a brand’s identity, alongside visual, auditory, and spatial design. Think of it like a scent-based logo: invisible, yes, but deeply immersive and memorable. Unlike sight or sound, smell has a direct route into the brain’s limbic system, the area responsible for memory, emotion, and long-term associations. That means scents can trigger emotional responses and memories more immediately.
Ever stepped onto an airplane, a mall, or inside a ZARA store and caught that distinct smell, always the same, faint but unmistakable? It’s subtle, almost invisible, yet instantly recognizable. That scent alone can bring back a familiar feeling, comfort, excitement, or just a sense of being in the right place. It’s not random. It’s part of how these brands build recognition.
This is what we call olfactory identity. The use of scent as part of a brand’s sensory language.
What Is an Olfactory Identity?
Olfactory identity (or scent branding) is the intentional design and use of a signature scent throughout a physical space and across touchpoints, to become part of a brand’s identity, alongside visual, auditory, and spatial design. Think of it like a scent-based logo: invisible, yes, but deeply immersive and memorable. Unlike sight or sound, smell has a direct route into the brain’s limbic system, the area responsible for memory, emotion, and long-term associations. That means scents can trigger emotional responses and memories more immediately.
Case Study: Clinique 1842 & Olfactory Identity
Clinique 1842 is a premium spa and dermatology clinic built around care, and calm. Every part of the experience is designed to feel clean and reassuring. The scent followed the same direction. We suggested a fragrance that feels fresh but still warm and human. It opens with light citrus and herbal notes like bergamot and green tea, giving a sense of freshness when you walk in. Softer florals and lavender come next, ending with gentle woody tones.
Case Study: Clinique 1842 & Olfactory Identity
Clinique 1842 is a premium spa and dermatology clinic built around care, and calm. Every part of the experience is designed to feel clean and reassuring. The scent followed the same direction. We suggested a fragrance that feels fresh but still warm and human. It opens with light citrus and herbal notes like bergamot and green tea, giving a sense of freshness when you walk in. Softer florals and lavender come next, ending with gentle woody tones.
Olfactory identity can elevate a brand experience when done right, but when done wrong, it can do the opposite. Too much scent can feel intrusive. The wrong type of scent can clash with the space and confuse the experience. Inconsistent strength across areas breaks the feeling of flow, and without upkeep, scents fade or change over time. It’s a small detail that demands control and care. The goal isn’t to fill a space with fragrance but to create a subtle thread that ties the brand together.
Olfactory identity can elevate a brand experience when done right, but when done wrong, it can do the opposite. Too much scent can feel intrusive. The wrong type of scent can clash with the space and confuse the experience. Inconsistent strength across areas breaks the feeling of flow, and without upkeep, scents fade or change over time. It’s a small detail that demands control and care. The goal isn’t to fill a space with fragrance but to create a subtle thread that ties the brand together.
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