Product Design · Category Expansion · Brand Systems
Sam Edelman's entry into fine fragrance demanded more than a scent — it required a visual object capable of carrying the brand's entire heritage into a new category. The Duet bottle was conceived and designed to translate the silhouette of the brand's iconic ballerina flat into rose-gold sculptural form, its ribbon details and bow at the toe a direct extension of the brand's DNA. From that original design, a complete launch identity took shape — a cohesive creative world that extended across product, packaging, and campaign, with every element of the brand's sensory presence informed by the same design gesture. It launched at Nordstrom, Macy's, and Ulta Beauty nationwide, marking the brand's most significant category expansion to date.
