Understand symbolism in culture
We use semiotics to understand the meaning in everyday symbolism. By understanding the meaning behind the symbolism we see in everyday life you can start to build brands not on real cultural meaning.
Understand and join the stories people tell
Culture moves in a particular direction. It is forever trying to adjust and accomodate for the changes in the environment or the improvements in our ideas of organising society. Following these narratives are key to planning the direction of your brand.
The long term trends in society.
Societal trends move slowly. The are the huge undercurrents that challenges ideas of ideological and religious magnitude. These shifts are fascinating to track and provides a context for brand innovation.


A dominant and somewhat residual signifier of consumerism, Big Brother and The Man.


For better or for worse, many people oppose consumerism and the Orwellian effect it has.


A skepticism with the free market  is the outline for many modern narratives.

Semiotics is the study of symbols. We apply semiotics to branding in order to understand how a piece of communication carries its meaning and how it leverages cultural symbols in order to find its place in the market.

The dominant codes in the fragrance world sits in the world of mysticism and folklore, often leveraging the magical powers of potions and classic antagonists to establish power over someone else and ultimately irresistibility. ‘Irresistibility’ does however have other manifestations (addiction for example) that can give a risky and edgy brand a potential new space.

Dior Hypnotic
The brand poisons positions itself around the cultural meaning of characters like snow white’s evil queen or in modern day the red witch in Fame of Thrones.

Just Cavalli
Here we start with the original story of Adam & Eve, it’s the original sin, the first seduction. Snakes and serpents are known for trickery, seduction and has strong connection to sin and taboo.

YSL Black Opium
Black Opium takes a different look at seduction, taboo and irresistibility. They compare their product to a drug, playing on cultural and more acceptable cues of addiction.