Dupe fragrances have gained immense popularity over the last few years, primarily due to their affordability. That hugely busy marketplace meant that the CopyCat Fragrances brand needed a vibrant and eye-catching new identity to set them apart from their competitors, as well as those entering the market.

With one huge brand transformation, we aimed to help Copycat to not only make more noise amongst their competition and scale their growth, but to strike a chord with a younger generation – particularly Gen Z – with a fresh and exciting brand and personality.

Having delved into the market, the internal workings and the culture of the Copycat team – following our deep dive model – we brought to life their new brand identity: Smel.

Brave, ballsy, playful and unisex, we added humour and colour to the brand, aligning it with their internal team, creating a huge standout, and connecting them to a younger audience.

The refreshed brand guidelines allowed us to re-create the product, packaging, website, and all necessary assets across the consumer journey and social to bring their new identity to life. With an iconic logo and cheeky tagline, Smel. had all the talkability and recognition needed to continue growing in the sector and drive online engagement.

From social media teasers, newsletter comms and exclusive offers, to the hoodies worn by the warehouse workers and PR influencer boxes with slick, new labels and packaging, the launch was fully strategised – with really positive initial feedback to the brand from current and new customers.

We can’t wait to watch the Smel. team continue to grow their team, customers, and community, and become the go-to for dupe fragrances.