MINISO Essence Of Nature Collection

Insight & Challenge

Perfume was originally meant to offer sensory healing, yet it has gradually been over-packaged and positioned as a symbol of luxury and exclusivity—drifting away from everyday life. As an Everyman Brand, MINISO advocates for “Happiness for All,” striving to make beautiful product experiences accessible to everyone. Our challenge was to bring perfume back to its essence — to fulfill the genuine olfactory and emotional needs of urban consumers while breaking away from conventional perceptions of luxury, distance, and display, making high-quality fragrance an attainable part of everyday happiness.

Design & Strategy

We designed a portable perfume, guided by ergonomic principles, optimizing the bottle’s size and curvature for a comfortable grip and effortless use across various daily scenarios such as commuting, working, and traveling. The bottle form is inspired by natural pebbles, whose soft curves and low-saturation tones convey a sense of calm and balance. Each of the five fragrances features packaging with distinct colors, materials, and textures, creating a harmonious interaction among sight, touch, and smell—allowing perfume to return to its sensory essence and bringing moments of tranquility and balance to urban life.