THE LIONS
THE LIONS — Daikyo Inc. Residential / Multisensory Branding
Background
Centered around the brand theme, “Life Has Value,” we designed a signature scent and soundscape that embody the world of THE LIONS.
This project translated the brand values—previously expressed through visuals and copywriting—into the sensory language of scent and sound.
Research — Translating Emotional Brand Value into Language
We conducted multiple Kansei workshops with the internal branding team.
Through these workshops, we carefully extracted and structured the emotional qualities the brand sought to embody. Based on these findings, we developed objective evaluation criteria that could be shared across both olfactory and acoustic branding.
These criteria became the foundation for all subsequent design decisions.
Design — Selecting Scent and Sound Based on Evaluation Criteria
For the acoustic design, ambient sound compositions were created, evaluated, and refined according to the established criteria.
For scent selection, participants evaluated fragrance samples while experiencing the visualized space through VR technology. By stimulating vision and olfaction simultaneously, we were able to verify the consistency between fragrance and spatial atmosphere with greater precision.
The evaluation results were then analyzed using Principal Component Analysis (PCA), enabling us to scientifically identify the fragrance best aligned with the brand identity.
Output — Three Signature Fragrances and Brand Story Integration
Based on the selected fragrance direction, we designed three original fragrances.
Each fragrance was paired with a narrative expression of the brand story, allowing visitors not only to experience the scent, but also to understand and communicate its meaning in their own words. These stories were published through a dedicated aromachology website.
By integrating scent and language, the brand world becomes embedded in both sensory experience and memory.
What we did
- Multiple Kansei workshops with the internal branding team
- Extraction and verbalization of emotional brand elements
- Development of shared objective evaluation criteria for scent and sound
- Creation, evaluation, and selection of original ambient soundscapes
- Fragrance evaluation linked with VR spatial visualization
- PCA-based scientific fragrance selection (Principal Component Analysis)
- Design of three original fragrances
- Brand storytelling and copywriting
- Development of the aromachology website