TRACE New York white wordmark on a black background

TRACE New York · Brand Case Study

A fragrance identity with nothing to hide.

Brand identity, collateral, packaging and launch-page design for a gender-free collection handcrafted in Midtown Manhattan.

View the case study Visit TRACE New York

Identity · Packaging · Digital launch

Identity Collateral Launch
5.0Yelp client review
04Connected brand touchpoints
NYCHandcrafted in Manhattan
01Unified fragrance identity
01 The project

A scent collection made personal needed a precise visual voice.

TRACE New York is a gender-free fragrance collection for body and home, created by scent designer and curator Tony Olsen.

Each fragrance is handcrafted in Tony’s Midtown Manhattan studio and designed to evolve without overwhelming. Bionic Egg translated that balance into an identity built from confident type, strict black and white, and enough space to let the product speak.

ClientTRACE New YorkCreative DirectorMark JohnsonAgencyBionic Egg

Identity / Collateral

A complete first impression, carried across every printed detail.

TRACE New York logo, fragrance labels, business card and letterhead brand collateral
02 The identity

Timeless luxury. Nothing extra.

The wordmark is direct and modern, giving every scent name room to become part of the system.

Black and white keep the brand gender-free, tactile and immediately recognizable. The same typographic hierarchy moves from the business card to labels, inserts and digital launch materials without losing its restraint.

Black TRACE New York fragrance packaging arranged against white

Packaging system

Names lead. Form follows.

The packaging turns each fragrance name into a distinct signature while keeping the collection unmistakably TRACE.

Product family

One visual system, expressed bottle by bottle.

Mist and oil formats share the same hierarchy, proportions and finish—creating consistency without flattening the individuality of each scent.

TRACE New York Taylor Mist and Taylor Oil fragrance bottles
Taylor / Mist + Oil
TRACE New York Tatum Mist and Tatum Oil fragrance bottles
Tatum / Mist + Oil
TRACE New York Tarick Mist and Tarick Oil fragrance bottles
Tarick / Mist + Oil

Launch page

A focused digital introduction before the full site.

The one-page splash experience established the brand online with the same confidence and restraint as the printed system.
TRACE New York one-page launch website with fragrance imagery and a black-and-white visual system
TRACE New York fragrance packages displayed in a clear case
Brand in the world / Retail display
Hand holding multiple TRACE New York fragrance oils
Product detail / Fragrance oils
03 Client perspective

TRACE New York

Found on Yelp. Built through collaboration.

5.0Yelp client review

Tony chose Bionic Egg after reading positive Yelp reviews and exploring the studio’s work. The identity process became a true collaboration, with both client and designer bringing ideas to the table.

01

A complete launch foundation

Logo, business cards and a splash page gave the emerging fragrance brand a clear, professional starting point.

02

A shared creative process

Tony described the work as a team effort supported by patience, professionalism and open exchange.

03

Confidence beyond launch

The experience left the client planning to return for future website and package design work.

“Mark is talented, professional and very patient. What I loved about working with Mark is we worked together as a team, both bringing ideas to the table.”
Tony OlsenTRACE New York · New York, NY5-star Yelp review

Project credits

TRACE
New York

Client
TRACE New York · Tony Olsen
Agency
Bionic Egg
Creative direction
Mark Johnson
Services
brand identity design, business cards and print collateral, fragrance packaging, launch splash page
Industry
Luxury fragrance · Beauty · Body and home
Location
Midtown Manhattan · New York, NY
Live brand
@tracenewyork
Review
5-star Yelp client review

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