A scent is not merely an odor. It is a whisper from the past, a reminder of memory, a bridge between here and there. It travels not in space, but in memory—tenuous, personal, and deep.

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Today, the world of perfume is one of mass production and synthetic scents. Perfume is a surface pleasure now, empty of meaning, ritual, or depth. But with EPOCH, the brand I created as part of my design project, I wanted to turn back—to reimagine perfume as a vessel for time, culture, and emotional resonance.

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EPOCH takes its cue from the lost art of Chinese solid perfume, which started during the Tang and Song dynasties and was at its peak during the Ming and Qing. At its heart is the Cold Absorption Method—a painstaking, poetic process whereby fresh flowers are layered over natural plant curds and successively replaced 36 times. What is yielded is not a perfume that overwhelms, but a delicate, lingering fragrance that becomes one with the skin.

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In developing the brand identity for EPOCH, I wasn’t just designing packaging or writing copy—I was building a world. A world where perfume isn’t bought, but remembered. Where scent isn’t noisy, but slow, complex, and deeply intimate.

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This project allowed me to explore how design could be a renaissance of culture, how tradition and memory could be reinterpreted into contemporary aesthetics. EPOCH is entirely conceptual at present, but I hope one day it can become real—a brand that not only sells perfume, but that invites people to rediscover the art of slowness, of storytelling, of scent.

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Close your eyes. Inhale. Do you smell the past calling?