AURUM is a conceptual luxury perfume brand co-created with AI. From branding and bottle design to storytelling and visual art direction, this project explores how artificial intelligence can enhance creative thinking—while keeping human taste at the core.
LOGO
You already approved the bold serif AURUM logo—luxury, minimal, strong.
COLOR PALETTE
Name HEX Use
Aurum Gold #C8A97E
Accents, logos, caps
Marble Beige #EFEAE3 Backgrounds, packaging
Romano Red #7C2B2B ROMA bottle
Paris Pink #F8D5D9 PARIS bottle
Damasc Blue #C7DFF0 DAMASC bottle
Graphite Black #1E1E1E Text, high-contrast details
TYPOGRAPHY
Logo Typeface: Custom Serif (bold, luxury feel)
Headings/Subheadings: Playfair Display / Cormorant Garamond
Body Text: Inter / Neue Haas Grotesk (clean, minimal)
Accents: Italic serif for quotes or perfume names
MOOD
Elegant. Cultured. Modern. Evocative. Think soft light, high-end materials, poetic detail, and timeless minimalism.
About the Brand:
AURUM — Latin for “gold” — is a conceptual perfume brand inspired by the elegance of global cities. Each fragrance is a tribute to a place, a mood, and a moment in time. Designed with AI collaboration from concept to execution, AURUM merges timeless style with modern creativity.
ROMA
Strength in Stillness.
ROMA captures the stoic majesty of ancient Rome with a modern twist. Notes of bergamot, cypress, and leather bring fire and structure into one confident scent.
PARIS
Chic Without Effort.
A tribute to softness, sensuality, and elegance, PARIS blends rose de mai, jasmine, and white musk to capture the fleeting beauty of golden hour in the city of love.
DAMASC
Smoke, Spice & Story.
DAMASC is poetry in perfume. With saffron, cardamom, and oud, this unisex fragrance celebrates Damascus—where mystery, memory, and magic meet.
PROMPTS I USED WITH AI:
“Create 3 elegant perfume bottle concepts with logo design for each.”
“Generate a modern luxury logo for the brand name AURUM, using serif typography.”
“Suggest poetic, romantic copy for a perfume inspired by Paris.”
“Write brand story and slogan ideas for a unisex fragrance called DAMASC.”
“Design a visual identity including colors, type, and logo for a luxury scent brand.”
Working with AI: A Creative Partnership
Designing AURUM wasn’t just about beautiful visuals—it was about exploring how AI can become a true creative partner.
From the earliest stages, I used ChatGPT to help me:
🌱 Brainstorm original ideas for the brand concept, naming, and storytelling
🎨 Develop scent profiles inspired by cities and cultural moods
🧴 Generate bottle mockups and logo concepts that aligned with the brand’s tone
🛠️ Solve creative blocks when I wasn’t sure how to frame or present a concept
📐 Structure my Behance portfolio like a creative director might for a real studio pitch
The process felt like working with an ultra-fast, always-on creative assistant. Every suggestion wasn’t always perfect—but it helped me sharpen my own thinking, evolve ideas quickly, and push my work into more polished, intentional territory.
This project is proof that AI isn’t here to replace designers—it’s here to expand what’s possible.