Positioned as a luxury brand in Asia, Miele is found in five-star properties and high-end residences. With the launch of their Fragrance Dryer in Europe, the product and packaging required a unique look and feel that would appeal to its customers in Asia, while maintaining its core brand values.

The result is the Fragrance Flacon — a brand identity and packaging solution that contains a custom box set with custom scented pods and collaterals. Together with a single fragrance box edition, the elegance and simplicity of the brand and packaging shows Miele's fresh innovative approach to the art and science of laundry care.