LOEWE CALMA

Conceptual Fragrance Project

Two people holding bottles of Loewe Calma perfume facing each other close-up shot.

A conceptual fragrance project developed from the creative universe of LOEWE Perfumes and its distinctive way of translating emotion into color, material, and scent.

Rooted in craftsmanship and inspired by nature, the project imagines a fragrance that embodies calm as a sensory and emotional state. CALMA is conceived as a quiet pause, an intimate experience where aroma, object, and emotion coexist.

Concept

CALMA is built around the idea of calm as a deep emotional condition.
Not as stillness, but as balance, awareness, and presence.

Inspired by LOEWE Perfumes approach to creation, the concept translates scent into visual language, allowing color, texture, and proportion to express emotion. Calm is represented as something subtle and layered, revealed through careful observation rather than immediacy.

The project is grounded in three core values intrinsic to LOEWE Perfumes:

  • Emotion as the starting point of creation.

  • Nature as a continuous source of inspiration.

  • Craftsmanship as a contemporary expression of modernity.

Fragrance Identity

The identity of LOEWE CALMA is expressed through a refined and precise bottle design.

The fragrance is presented in a rectangular glass bottle with a circular oak wood cap. The glass features a soft blue gradient at the top, gradually fading into transparency, visually evoking calm, depth, and serenity.

At the center of the bottle, a minimal white label reads:

LOEWE
CALMA

The contrast between glass, wood, and color reflects the balance between nature and craftsmanship that defines LOEWE Perfumes.

Visual Direction

A clear glass perfume bottle labeled 'LOEWE CALMA Eau de Parfum' with a wooden cap, surrounded by white flowers on a light-colored surface with soft natural lighting.

The visual direction of the project focuses on restraint, clarity, and sensitivity.

Imagery is built through clean compositions, controlled lighting, and a careful relationship between object and environment. Each element is intentionally placed to highlight materiality, proportion, and texture.

Human presence appears as a subtle point of connection, reinforcing the emotional relationship between scent, object, and personal experience.

A woman with blonde hair holding a bottle of Loewe Calma perfume with a natural rocky background.

Campaign Extensions

A close portrait presents the fragrance held near the face, as a personal and intimate object. The bottle becomes an extension of the body, reinforcing the relationship between scent and skin.

Moodboard & Development

The project was developed through a conceptual moodboard that defined color palette, light quality, materiality, and emotional tone.

This visual research supported the translation of emotion into image and ensured consistency across the campaign.

A collage of minimalist, natural-themed objects including smooth stones, dried plants, a glass of water, a small bottle of essential oil, a hand towel, and other neutral-colored decor items.

LOEWE CALMA is a conceptual exploration of how emotion can be transformed into fragrance, image, and object.

The project reflects a contemporary interpretation of LOEWE Perfumes’ values, honoring craftsmanship, nature, and sensory expression while proposing a new fragrance rooted in calm, balance, and emotional depth.

Three men with black sunglasses and dark coats posing outdoors in a park during autumn, with fallen leaves on the grass and trees with yellow and orange foliage in the background.
Four men in matching black and athletic clothing, some with race bibs, standing and sitting against a plain wall, preparing for a race.

Ray-Ban Wayfarer Capsule

TENZ Performance Club

Empty room with beige stone tile flooring, wooden double doors, a window, and ornate crown molding on the ceiling.
Living room with beige walls, a ceiling fan, round wooden dining table with six chairs, a vase of yellow flowers, large potted plant, sideboard with a lamp, and cream-colored sofa in the foreground.

MGL 12

Argensola 19