J.Lindeberg Fragrance of New York Logo
Fragrance of New York

The Swedish fashion company J.Lindeberg wanted to add a perfume to their brand. A perfume with rebellious sophistication for people who want to change the world.

I met the founder Johan Lindeberg in Gothenburg 1996, where we talked about the success with Diesel but also the new start with J.Lindeberg. He has been an inspiration ever since, and so he was for this case. The name was inspired by the city of dreams, where Johan has lived for many years. New York is a perfume for urban people with integrity and a strong belief in their creative ability. The logo is influenced by the street signs of New York and the yellow cab color is a trademark in the gray concrete jungle.

Role  Idea and Art Direction
Client  J.Lindeberg (fictive)
Campaign  Fragrance of NY
Copywriter  Soraya Welikala
Photography  Johan Lindeberg
Model  Caroline De Maigret
Music  G-Easy (feat. A$AP Rocky, Cardi B) 
J. Lindeberg Fragrance of New York - Eau de Parfum
Top notes  Citrus, Juniper
Heart notes  Tobacco, Leather, Gasoline
Base notes  Vanilla, Wild Musk, Tonka Beans
J. Lindeberg Fragrance of New York - Eau de Parfum
03_Spray Can 1282×2000
Iphone Insta 1282×2000
J. Lindeberg Fragrance of New York - Eau de Parfum
Print Ads NY 3 black 80
J. Lindeberg Fragrance of New York - Eau de Parfum

Martin Wiberg

Based in Gothenburg
E.  martin@purewibe.com