ETHNC
ETHNC is a Pakistani fashion brand that has spent over a decade transforming the country’s traditional cultural attire into contemporary pieces, seamlessly blending heritage and modernity. In 2025, the brand expanded into the fragrance universe with the launch of nine lines. That's when we stepped in to craft the verbal and visual identity for each of them.
Location: Pakistan
Role: Branding & Packaging
Date: 2025
Context
Each of the nine lines was designed to speak to different segments of ETHNC’s audience, from premium fragrances to basic collections, including body mists and kids’ perfumes. Here, we highlight the creative process behind the first premium collection, composed of five distinct fragrances. Our scope covered the overarching concept, name creation, visual identity and packaging design.
Solution
To evoke a sense of luxury, we drew inspiration from the symbolic power of precious stones. Each fragrance was paired with a gemstone that matched its personality, and from that starting point we developed names that combined sound harmony and character: Timeless Topaz, Royal Ruby, Eternal Emerald and Onyx Obsession.
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Visually, we explored the organic shapes and inner layers of these gemstones, creating illustrations with soft gradients that convey depth and refinement. This is how “Stones Scents” was born, the family name that unifies the premium collection and supports all communication materials.
Concept
The illustrations use colors directly tied to each stone, with contrasting tones that make every carton unique and instantly recognizable. The solution balances ETHNC’s DNA, which moves between detailed realistic patterns and more abstract, artistic interpretations, resulting in a premium collection that stands out within the portfolio while remaining true to the brand’s essence.
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