PoetAura
Design Story
PoetAura is a fragrance art line launched in 2024 by Asa Perfume in collaboration with the traveling perfumer Liu Donglang. The brand name combines Poet—representing poetry—and Aura—symbolizing atmosphere. It captures the elusive, indescribable emotions found in poetry and translates them into scent through the perfumer’s expert craftsmanship.
From the warmth of the Tuscan sun, the lingering smoke of battlefields, to the urban aromas of Barcelona, PoetAura recreates irreplaceable memories through multi-layered botanical fragrances and natural olfactory elements.
This collection is set for an official launch in 2024. - Get your perfume at @poetaura_tw
Strategy
PoetAura is a brand where scent becomes literature—each bottle a verse, each note a memory. The design is crafted with artful precision and emotional depth, inviting the senses into a world shaped by poetry, silence, and fleeting moments.
Soft hues, spacious layouts, and delicate typography mirror the brand’s intimate rhythm, while cinematic imagery evokes the textures of memory—sunlight through curtains, ink on paper, the quiet after a storm. The visuals are not just seen but felt, like a line of poetry that lingers.
Every detail is intentional, every space a breath. PoetAura isn’t just a fragrance—it’s a sensory journal, where design, memory, and meaning intertwine with grace.
Location
Taichung, Taiwan
Team
HGH design studio | ASA perfume & Poet Aura team
Year
2024
Client
ASA perfume & Poet Aura team
The Challenge
01 - Poetic Luxury as Brand Differentiation
The perfumer has spent years training in Europe and sourcing rare raw materials across the continent, while living between Taiwan and France.
The next challenge was to expand this European luxury foundation into an Asian context, incorporating culturally resonant ingredients such as rice, tea, mugwort, and star anise — without losing refinement.
02 - From Retailer to Creator: Testing the Market
The parent company, ASA Perfume, is a mid-scale fragrance retailer in Taiwan specializing in importing global luxury brands.
PoetAura represents their first independent niche line, aiming to test the market for unique, niche perfumes and measure consumer acceptance, brand credibility, and sales potential.
03 - Instant Storytelling Through Design & Writing
Fragrance cannot be visually demonstrated. Without instant emotional context, niche perfumes risk being overlooked or misunderstood in a competitive market dominated by familiar luxury names.
04 - Cost-Efficient, Scalable Packaging System
As a new niche line, PoetAura required a low-risk, cost-efficient production system while maintaining a premium, collectible appearance suitable for luxury retail.
Strategy & Solutions
01 - Poetic Luxury as Brand Differentiation
PoetAura positions fragrance as poetry in liquid form. Each scent is treated as a personal narrative rather than a trend-driven product.
This approach reframes fragrance as artistic authorship, preserving luxury perception while creating a distinctive, emotionally resonant identity.
02 - From Retailer to Creator: Testing the Market
By grounding the brand in the perfumer’s real journey and philosophy, PoetAura reduces perceived risk.
The product is positioned as a curated extension of fragrance expertise, strengthening trust at point of sale and improving conversion within established retail channels.
03 - Instant Storytelling Through Design & Writing
Through conversations with the perfumer, I realized that his poetry and personal reflections could be the bridge between the invisible scent and the customer’s imagination.
We incorporated his writing and storytelling directly into the brand language and product presentation. This made each fragrance immediately relatable and memorable, allowing customers to feel the story before even experiencing the scent.
04 - Cost-Efficient, Scalable Packaging System
A modular packaging system was developed: reusable outer shells combined with fragrance-specific stickers, and gold-ink bottle printing adaptable across all scents.
This system minimizes excess inventory, supports flexible restocking, and aligns creative ambition with scalable production logic.
