RÉSERVATION
An olfactive venture at the intersection of fragrance, hospitality and culture
Naming
Brand Strategy
Brand Positioning
Brand Creation
Print & Packaging
Brand Communication
INSIGHT
Construct was invited by long-time collaborator Frédérique Obin to create the brand identity for Réservation. Launched during Milan Fashion Week by Francesco Ragazzi (Palm Angels) and Pietro Ruffini (Archive Investments), Réservation was conceived as more than a fragrance brand: it exists at the intersection of scent, lifestyle, hospitality, and culture. The challenge was to articulate a multidimensional ambition in a way that felt credible, culturally resonant, and emotionally evocative – capturing the sensory and cerebral dimensions of fragrance while defining a clear identity in an already crowded category.
IDEA
Construct’s response was to build a brand world rooted in contradiction: nostalgic yet modern, refined yet imperfect, cerebral yet emotive. Drawing on the mythology of legendary hospitality, the name and narrative fused fine French craftsmanship with a Californian mindset – evoking an experience both imagined and intimately familiar. Cultural references mixed high and low, memory and invention, with enough rigour to avoid pastiche. To support this vision, we developed a layered brand palette and flexible identity system designed to move fluidly across fragrance, lifestyle, and experience.
IMPACT
This strategic foundation positioned Réservation not as another beauty brand but as a cultural curator with the authority to challenge conventions. Its launch during Milan Fashion Week established immediate credibility and distinction, while providing a platform for long-term growth. By marrying technical precision with a philosophy of contradiction, Construct created more than an identity – we defined a cultural space in which Réservation could build equity, extend influence, and shape a new interpretation of contemporary luxury.
WITH THANKS TO
