In an effort to increase sales presence in NYC, I was tasked by Boy Smells with creating a hyper specific collection of scents that would stand out as something New Yorkers could rally behind as their own. Using NYC itself as an inspiration, we picked from the patchwork of predominant olfactory sensations that comprise the “scent” of the city. We named this collection simply “City Smells” as to not veer too far from their growing brand equity but to also establish these scents as their own unique lineage.