Most branding projects begin with a logo. Fraghill began with a different question. What does it feel like to interact with a fragrance brand across every surface it touches, including packaging, product presentation, and digital experience? I was brought on as the designer for Fraghill, responsible for the brand identity, packaging system, and digital experience. That process raised questions I have been thinking about ever since, and it shaped every decision along the way. Here is what designing Fraghill as a connected brand system looked like in practice, and what it might mean for how you approach your next branding project. Press enter or click to view image in full size Start with the connective tissue, not the deliverables Branding projects are often approached in sequence. The logo is resolved first, followed by packaging, and then the website. When you think in systems, the visual and tonal language that connects these outputs becomes more important than any individual deliverable.…