Emma Johansson

I chose to create a visual identity within an area I am passionate about – beauty, with a focus on photography and illustration. The challenge was to create a unique perfume concept that feels emotionally authentic in a fast-paced and highly digital world where many people long for something slower, natural and meaningful. Through research about nostalgia and scent, I discovered how strongly fragrances are connected to emotions and childhood memories. This insight became the foundation of the idea: creating a perfume experience inspired by my childhood summers in Tällberg that captures feelings of nostalgia, freedom and safety through scent, visuals and storytelling.

Fager is a perfume concept and visual identity inspired by my childhood summers in Tällberg, a small village in Dalarna by Lake Siljan. The concept is a tribute to nostalgic memories and explores the emotional connection between scent, memory and place. The perfume is designed to feel poetic, dreamy and timeless, balancing warmth and joy with a quiet sense of melancholy – like remembering something beautiful that still lingers emotionally. The visual identity comes to life through soft photography, natural elements, muted colors and atmospheric imagery inspired by Nordic summers and nature. The name Fager, meaning beautiful, reflects both the beauty of nature and the emotional beauty found in memories. The project combines perfume, storytelling and visual design to create an immersive experience where people can reconnect with their own memories of childhood, freedom and comfort.