Archive 168 is a conceptual fragrance brand built around the idea that scent is a powerful trigger for memory. The project explores how perfumes become emotional archives - preserving moments, places, and versions of ourselves that can be revisited over time.

The challenge was to create a luxury fragrance identity that felt emotionally rich while standing apart from the minimalist aesthetic that dominates the category. Rather than relying on muted palettes and understated packaging, We developed a bold visual language inspired by the layered, fragmented nature of memory.

The identity combines expressive geometric patterns, nostalgic colour palettes, and distinctive typography with a refined wordmark, creating a balance between playfulness and premium craftsmanship. Each fragrance is imagined as a chapter within a personal archive, with the packaging designed to feel like a collectible object that holds a story.

The result is a contemporary fragrance brand that celebrates memory through thoughtful storytelling, expressive visuals, and elevated packaging design.