House of Eraya, a premium lifestyle house, was preparing to launch 1:9, its new luxury fragrance line.
The brief was clear: create something beyond "for him" or "for her", beyond fleeting trends, something that felt timeless and unapologetically bold.
But launching in the luxury space meant more than just product-it needed positioning, language, and presence
We began by scanning India's luxury fragrance landscape-where most players played it too gendered, too safe, or too steeped in legacy. That's exactly where 1:9 could stand apart.
Instead of starting with design, we started with context. Not "What does the brand look like?" but "What world does it live in?"
That's how 1:9 launched as more than a product-it arrived as a statement, setting a new standard for perfume in India.
The launch delivered more than a product - it delivered presence.
A bold identity, a category-defining position, and storytelling assets gave 1:9 clarity in a cluttered market. Inside, the brand book became the north star for every team. Outside, the positioning sparked curiosity across influencers, platforms, and discovery channels.
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