'Rarcult’ is a premium market male fragrance created by myself and a team of others with the intent to modernize Middle Eastern culture whilst still staying true to their core values.  By combining ‘Rare’ and ‘Culture’ to create ‘Rarcult’ it embodies a sense of exclusivity mixed with elements of Arabic culture producing confident, sensual and modern brand values. 

 

The fragrance created is 'ONE' depicting a Hawk as main inspiration for brand image to mirror the view and stereotype of importance within Middle Eastern men

 

The hawk furthermore is apparent throughout all aspects of ‘ONE’ including the brand logo and ad campaign. The concept behind the photo shoot was to create confidence and mystery using dark lighting and a central figure giving a strong look straight to the camera.