Scent of Koi
Indsutry
Fragrance
Scope
Branding
Market
Global
THE ORIGIN
Scent of Koi was born from a simple idea: to keep someone close, even as time moves on. Élise Moreau's grandmother, Madeleine, played a central role in raising the children in her family and shaping the rhythms of daily life. Scent was woven into that environment without fanfare. The brand was created to preserve that heritage through fragrance, built not around abstract luxury codes but around people, faces, and memories. It is the scent of the people you never want to let go. The memories that refuse to fade. The courage to keep an open heart.
THE CRAFT
Every element of the brand was built to reflect its emotional foundation. The logo combines a hand-drawn portrait with a handwritten wordmark, the illustrated figure representing the grandmother at the heart of the brand, not idealised, but real, recognisable, and human. The script typography is intentionally imperfect and organic, feeling less like a logo and more like a signature or a note passed down through a family. The visual language is minimal but expressive, using illustration, texture, and negative space to evoke memory and familiarity. Transparent Hinoki wood bottles and watercolour-inspired visuals extend the same sensibility into the physical world, where every detail bridges the self and nature. A fragrance that never demands attention, but quietly reassures.
THE FEELING
Scent of Koi does not ask to be noticed. It asks to be felt. Each fragrance is an emotional bridge, between past and present, between self and nature, between the people we carry with us and the lives we are still living. It is a brand built around continuity, memory, and the kind of closeness that does not need to be spoken aloud. Where every scent flows with your emotion.
