A fragrance campaign for fashion designer Yıldırım Mayruk's first scent line — Kulis Young and Podyum Young by Mayruk Fragrances — translating runway energy into scent and luxury retail.
Yıldırım Mayruk — one of Turkey's most respected fashion designers — was launching his first fragrance line under the Mayruk Fragrances label, with retail distribution at Mall of Istanbul and partner stores.
The two scents — Kulis Young (backstage) and Podyum Young (runway) — needed a visual language that honored his fashion heritage while feeling distinct from his couture work.
The goal: a campaign that could live in luxury department stores, fragrance magazines, and high-end Instagram feeds simultaneously — with launch assets ready for Mall of Istanbul retail activation.
Visual direction: Soft natural light, silk fabric, fresh botanicals — kakule, mint, and citrus for Kulis Young; jasmine, lily, and pink peppercorn for Podyum Young. Each scent gets its own visual world.
Brand language: The designer's handwritten signature as the primary brand mark, minimal label design, and a typography system that bridges fashion editorial and fragrance advertising.
Campaign: Print-ready hero images, Instagram launch sequence, in-store retail materials for Mall of Istanbul, and dedicated gift product line. All positioned around fashion as fragrance, not fragrance as accessory.
