Emily Lewis
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Illustration & Design
〰️
Emily Lewis 〰️ Illustration & Design 〰️
A perfume brand concept.
Background
What began as a simple drawing bloomed into a full exploration of branding and product design. Tulip Fever is a conceptual perfume line I created over the course of a month, designing everything from graphics to mood boards to final product mockups.
The name Tulip Fever draws from the Dutch Golden Age, where tulips symbolized both beauty and obsession. Inspired by a trip to Amsterdam, I started with illustrating a simple tulip print that you can view in its original form here. This project pushed me to grow as both a designer and illustrator, and I’ve gained so much confidence along the way.
Tulip Fever was such a labor of love that I almost wish these perfumes were real. Follow the brand story below ~~~
Customer personas for each perfume, complete with demographic information, favorite perfumes, and scent profiles. These personas informed the following mood boards and playlists.
BLOOMING HOUR
A carefree afternoon garden party spent with friends; Pink champagne; A first date; Your best dress; Kicking off your heels and going barefoot.
Sweet | Spicy | Floral | Fruity | Bright
Sounds of Tulip Fever: Blooming Hour
JAZZ CLUB
Blue nights in smoky bars; Sultry looks across the room; An Old Fashioned; Effortlessly cool; Finding the romance in everything.
Smoky | Zesty | Sweet | Smooth | Soft
Sounds of Tulip Fever: Jazz Club
LADY OF THE LAKE
The quiet confidence of a life well-lived; Long walks in misty mornings; Dew-kissed grass; A worn sweater; Pearls of wisdom; Finding satisfaction in solitude.
Earthy | Fresh | Floral | Fruity | Musky
Sounds of Tulip Fever: Lady Of The Lake
Tulip Fever fragrances were developed for each of the Customer Personas, utilizing elements from their favorite perfumes and scent profiles. It was important to include something in every scent that speaks to the Personas’ tastes so they can choose the fragrance that best embodies their individual styles.
The minimalist exterior meets the bold signature tulip motif inside — bringing every scent to life with a flourish.
A Fragrant Tableau
Inspired by the brushstrokes of Dutch tulip masterpieces, Tulip Fever’s sleek packaging is a canvas of quiet luxury where form, fragrance, and floral art meet in perfect balance.
Sustainability is Sexy
Tulip Fever pairs refined design with conscious craftsmanship. Each fragrance is housed in recycled materials, reflecting Tulip Fever’s commitment to beauty that lasts beyond the scent.
Blooming Hour
A little mischief, a lot of style. Blooming Hour dances the line between playful and polished. A bright scent that sparkles with energy, but stays grounded with softness and depth. It’s just as at home at a garden party as it is at a candlelit dinner; chic but never too serious.
For those who know how to turn heads — with a wink.
Top Notes: Mandarin Zest & Pink Pepper
Heart Notes: Jasmine & Fig
Base Notes: Sandalwood & Musk
Jazz Club
Step into the dim glow of a late-night lounge, where velvet smoke curls through the air and the hum of a saxophone lingers like a secret among well-loved armchairs and midnight conversations. Jazz Club is the scent of dim lights, slow sips, and timeless rhythm. Relaxed but refined, this is for slow nights, soft music, and confident charm.
Smooth, sultry, and undeniably cool.
Top Notes: Spiced Rum, Tobacco Leaf & Vanilla
Heart Notes: Leather & Vetiver
Base Notes: Citrus Peel & Amber
Lady of The Lake
Veiled in mist and mystery, Lady of the Lake is an ethereal fragrance that drifts between the realms of dream and legend. It is not a scent that arrives—it appears, like a secret remembered, or a figure half-seen at the edge of a forgotten shore—cool, serene, and quietly powerful.
For those who move with quiet conviction and leave wonder in their wake.
Top Notes: Waterlily, Lilac & Wild Pear
Heart Notes: Iris & White Tea
Base Notes: Pale Amber, Moss & Stone
Smells good in here.