When physical constraints forced a change of plans, the solution became more than a workaround — it became the most valuable outcome. Through a design-driven mindset, a fragrance brand unlocked new ways to connect, deliver, and stand out.

Creating an emotional bond has always been part of Aura Natuē’s DNA, a small wellness-oriented fragrance company. From day one, the goal has been to build experiences that foster empowerment, well-being, and self-connection with its customers. But early in development, production limitations made it impossible to execute the physical-only inspirational experience. That’s when service design opened a door: the challenge became the catalyst for innovation, and the brand discovered unexpected creative freedom.
Design as a mindset, not just a method.
What transformed the project wasn’t only the tools, but the iterative, user-focused mindset of service design. Each constraint sparked new questions: What else is possible? What if…? This led the company to reframe challenges creatively, shifting from fixing a problem to expanding the solution far beyond its original scope.
With service design, the founder transitioned from purely printed quotes to a phydigital experience — more immersive, personalized, and scalable. The result wasn’t just a workaround; it was a breakthrough.
Phygital by insight: a convergence sparked by constraint.
The project began with a physical concept inspired by fortune cookies — those small Chinese biscuits that hide a message inside. The idea came from the founder’s childhood memories, and many brands such as Coca-Cola and Unilever have been using hidden messages in promotional campaigns to evoke curiosity and delight. That sense of emotional surprise was brought into the brand’s unboxing ritual: a box designed to reveal inspiring printed messages.
Later, a digital platform was considered in parallel to expand the brand’s emotional dimension and positioning. However, due to limitations in executing the printed messaging on perfume bottles, a phygital experience emerged, expanding the whole customer experience.
The physical box remained, offering a playful game of discovering hidden messages. However, a significant part of the experience, originally designed to be printed, was migrated and amplified in the digital space, becoming more immersive and interactive.
This shift led to the natural integration of both fronts into a unified journey where scent and digital content worked in harmony to deliver emotional depth, continuity, and transformation.
Integrating digital reshaped the business model
This transition required a rethink: the brand could no longer operate as a product-first company with digital add-ons. It needed to operate as an integrated physical-digital solution. Communication, touchpoints, and value proposition were redesigned accordingly.
What began as a simple workaround turned the ASENSEplatform into a strategic pillar, foundational for differentiation and emotional connection.
Integrating digital altered the company’s mindset, from a fragrance producer to what the founder calls a “metaromatic experiences” provider. Meta means “beyond” in Latin. It crystallized not just what the brand sells, but what it stands for.
Communication as an emotional experience
The process also revealed the importance of adapting communication strategies. With a phygital model, the messaging couldn’t rely solely on physical packaging; it had to be consistent across all digital channels and touchpoints. This forced a deeper reflection: what does the brand really want to say, and how? The company had to redesign both the products’ packaging, home page, sales pages, and social media strategy, ensuring they reflected the hybrid nature of the experience.
By engaging users through rituals, guided meditations, and affirmations, the experience became not only richer but also more personal. Customers will no longer interact with just a product. They will engage with a narrative, a sensory journey. This elevates the brand’s value and gives customers reasons to return, not just for the fragrance but for how it makes them feel.
This evolution also challenged the company’s internal mindset. From being a fragrance brand, it began to see itself as a provider of well-being and energetic transformation. That reframing would not have emerged without the experimentation and reflection embedded in the service design process.
Final reflections
Looking back, it became clear that the solution we arrived at wasn’t just “good enough” — it was actually better than the original plan. The phygital model made the experience more dynamic, more immersive, and more aligned with the lifestyle of our audience. That’s the real power of designing with empathy, flexibility, and intention.

Bibliography
Rabelo da Costa, J. (2025). Customer Engagement Strategy by Design – Developing a phygital experience to foster brand differentiation and loyalty. Master’s Thesis. Turku University of Applied Sciences.