Crew
For the whole crew
We partnered with long-time collaborator Bondi Perfume Co to create an exclusive fragrance range for Chemist Warehouse. The range needed a concept that felt accessible, memorable and distinctly Australian, while giving the brand a strong emotional hook beyond fragrance alone.
Inspired by the unifying role sport plays in Australian culture, Crew was built around the idea of scent as something that brings people together. The name creates an open invitation to belong, positioning the range as familiar, inclusive and connected to one of the country’s most shared passions.
The visual world nods to vintage sport and classic advertising, reinterpreted through a contemporary lens. Each fragrance is personalised with a unique, custom scent, matched to its own tailored colour palette across the bottle and box, so every product feels distinct while remaining unmistakably part of the same crew.
All part of the Crew
The brand creates a world where everyone is part of the team, brought to life through bright, inviting colour, confident packaging, and photography that captures genuine camaraderie. The result is a fragrance range that feels energetic, inclusive, and instantly familiar, designed to make you feel like you’re part of the Crew.
The world of Crew
The brand naturally extends into a wider world of vintage sports nostalgia, creating a brand experience that feels bigger than the product itself. Through varsity-inspired cues like lockers, stadium seating, letterman jackets and sports flags, it builds out a visual world that feels familiar, aspirational and full of shared energy. It becomes a brand people want to be part of, with every element reinforcing that sense of crew, culture and belonging.
Design
Date Of Birth
3D Visuals
Date Of Birth
