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wild lab / The founder edit · Vol. 01

Mira Velinwild lab · The founder edit

Personal branding for a perfumer

First the place. Then the scent.

Mira smells every new composition blind, in identical bottles without names. Her first note is never bergamot or cedar but a place: a stairway in an old town, a window in late summer. Only after that does she start on the formula. We built the whole brand out of that one habit. Mira Velin is fictional; every photo was made with AI.

  • Personal branding
  • AI imagery
  • Art direction

Invented brand, made with AI. Concept, branding and art direction by wild & co.

Portrait of the invented perfumer Mira Velin holding a scent sample, her studio with amber bottles in side light
Attentive, personal, curious · Mira Velin, fictional perfumer

The ritual · identical bottles, no names, no labels

Smell first. Which place comes back?

This is how Mira works: every new composition goes into an identical bottle without a label. Before she thinks of ingredients, she writes down where the scent takes her. Pick a bottle.

  • Mira Velin on a stone stairway in an old town, smelling a sample and holding a notebook, the first place of a scent

    Bottle 01 · A stone stairway in an old town, late in the afternoon. Warm stone, an olive tree, someone cooking behind a window.

  • Mira Velin at a window in late summer light, holding a scent strip to her nose

    Bottle 02 · An open window in late summer. A linen curtain, dust in the light, the smell of dry grass from outside.

  • Mira Velin at her archive shelf of amber bottles and notebooks, reaching for an earlier attempt

    Bottle 03 · A room full of old notebooks. Paper, glue, a little wood and the bottles of earlier attempts.

The method · three steps, one trail

A habit becomes the brand

The founder edit asks the same question in every episode: what does the person behind the brand do differently, every day, without really thinking about it? For Mira it's smelling blind. That became the line “First the place. Then the scent.”, the three-line signature and the whole visual world. No claimed magic, just a working process you can follow.

  1. Mira Velin's blind test: identical unlabelled vials in a row on a stone table, seen from above
    Smell. Blind, in identical bottles. No name, no label; only the scent gets a say.
  2. Mira Velin writes a place into her notebook by hand before she starts on the formula
    Remember. The first note is a place, written into the notebook by hand.
  3. Mira Velin works on a formula with a pipette and a sample vial, an open notebook beside her
    Compose. Only then does the formula begin, drop by drop.
Slide 04 draws the signature for you

The brand · Mira Velin

First the place. Then the scent.

Mira Velin is an invented independent perfumer. She smells every new composition blind first, in identical bottles without a label. Her first note is never an ingredient but a place. The signature shows three offset lines between two dots: a scent trail and a contour on a map at the same time.

  • Paper#F4F0E8
  • Stone#D8C9B4
  • Amber#A97248
  • Taupe#565148
  • Ink#292824
Mira Velin perfume bottle: clear rectangular glass, silver cap and cream label on stone
The result · a rectangular bottle, a cream label
Mira Velin packs an order by hand into a dark box with a small place card
Packed by hand · a dark box and a small place card

From habit to brand

Five proofs instead of luxury clichés

The images follow five recurring proofs: the anonymous bottles, the moment of smelling, the handwritten place, the work on the formula and a real conversation with a customer. Mira looks the same in every picture, with a small mole under her left eye, a low knot of hair, a cream blouse and a charcoal waistcoat. That is how eleven photos become one person.

  1. The anonymous bottles
  2. The moment of smelling
  3. The handwritten place
  4. The formula work
  5. A real conversation
Mira Velin in conversation with a customer at her workbench, both smelling scent strips
Tested together · a conversation about perception
Mira Velin at a workbench full of sample vials, holding one up to the light
Many tries · one honest nose
  1. BriefA personal brand built around one real habit, as the first episode of The founder edit.
  2. IdeaFirst the place, then the scent; Mira's blind smelling as the core of the brand.
  3. MoodboardA studio with stone walls, amber glass, scent strips, well-used notebooks and soft side light.
  4. DesignA wordmark with a small Parfum, a signature of three lines between two dots and a palette of paper, stone and amber.
  5. ApplicationsBottle, dark box with a place card, website entry, reel storyboard and a carousel with an animated trail.

Find the habit, build the brand: one habit, one line, one trail, a portrait made of face, work, detail, product and encounter. Mira Velin is a fictional founder; there is no real company, no real formula and no documented biography. All photos are AI-generated.

Which place does a scent take you back to?

Founder
Mira Velin, fictional
Series
The founder edit, Vol. 01
Line
First the place. Then the scent.
Photos
Made with AI, no shoot

What this means for your brand

Every founder has a method nobody sees from the outside. We find that one habit and make it visible: as a line, a mark and a visual world that shows how you work instead of claiming how good you are. For studios, makers, practices and personal brands.

AI imagery & AI video for your brand Guide: AI images for business

Your founder story

Every founder has a method.

Tell us how you work. We find the habit that carries your brand and make it visible.

Let's make yours visible