AbelRadical Fragrance

Abel is a pioneer of modern natural perfumery. Founded in 2013 by former winemaker Frances Shoemack, Abel emerged in Amsterdam before returning home to Wellington, New Zealand. From the outset, Abel challenged an industry built on secrecy, petrochemical shortcuts and compromised ethics. After discovering that an estimated 95% of fragrance molecules are derived from fossil fuels, Shoemack set out to prove that natural perfume could be both sophisticated and high-performing. Working in close collaboration with Master Perfumer Isaac Sinclair and perfumer Dr. Fanny Grau, Abel reformulated its range with a 37% increase in parfum concentration. The result: greater strength, longevity and character, with an uncompromising 0% petrochemicals.

In a category driven by hype, excess and cosmetic sustainability, Abel needed to evolve without undermining its credibility. Over-designing the brand would feel inauthentic. Under-designing it would fail to reflect the scale and substance of change beneath the surface. BaseMEL's task was to build on more than a decade of brand equity while radically reducing environmental impact, without defaulting to the familiar visual language of “sustainable” branding. Complex science needed to be translated into something emotionally resonant, not technical or worthy. This relaunch marked a decisive new chapter for Abel, establishing a cohesive visual identity, packaging and brand platform as rigorous as the reformulated fragrances themselves.

BaseMEL anchored the work in the idea of 'Radical Fragrance', defined by the intersection of biotechnology, master perfumery and 100% natural ingredients. The approach was one of distillation rather than minimalism: stripping back form and material so the complexity of the fragrance within could speak.

The identity draws on Abel’s triad of art, ethics and natural science, expressed through a redrawn logotype with triangular serifs and a bespoke, faceted glass bottle. Inspired by the sculptural work of Roni Horn, the conical form feels grounded and elemental, with textural sandblasted glass giving way to a polished top, like a crystalline pool of water. Caps are made from Vivomer, a biotech-derived material that is home-compostable and biodegrades within 20 weeks.

In collaboration with Progress Packaging, we developed a flat-packed, three-part system that reduces material use, shipping volume and waste. Abel’s signature chartreuse was retained and intensified, while a custom 450gsm Colorplan paper, developed with GF Smith, uses 100% recycled content. Combined with a restructured supply chain, the system delivers a 96% reduction in the carbon footprint of Abel’s paper packaging, setting a new benchmark for the fragrance industry. Spanning brand strategy, identity, packaging, copywriting, campaign and digital art direction, the work translates Abel’s philosophy into form, proving that transparency, performance and responsibility can coexist without compromise.