Swedish Byredo Parfums has a new look and a new identity. In time for summer a new launch of the exclusive label is to be made.

Byredo has gone from black to white and this in a minimalistic packaging that looks very much like the one we are used to see Aqua di Parma in.

The big challenge for the design team was to create and identity that would last over time but at the same time be noticed in the ocean of other perfumes.

Byredo Parfums is mainly marketed via the exclusive shops it is sold in. A few examples are Colette, Le Bon Marché, Barneys and Skin Cosmetics. In Sweden the fragrance is sold via NK in Stockholm. For the autumn Byredo has composed a special fragrance for fashion magazine Fantastic Man. This will be launched during fashion week in New York.