AMBR London

AMBR London is a perfume brand specialising in high-quality fragrance dupes. The brand offers affordable alternatives to luxury scents without compromising on quality. Known for capturing the essence of iconic perfumes, AMBR London allows customers to enjoy premium fragrances at a fraction of the price, making luxury scents accessible to everyone.

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the challenge

AMBR London, a new entrant in the dupe fragrances market, came to Vagabond for support building a comprehensive brand design and strategy from the ground up. From market research and positioning to brand name development, logo design, packaging, and the creation of a detailed brand guidelines deck, we helped Ambr London develop a strong challenger brand to enter the market with. 

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During the research stage of the project, our team's extensive market research revealed that most competitors in the dupe fragrance market positioned themselves as budget options, with low-cost packaging that mimicked the premium brands and low-fi creative campaigns. However, customer research showed that longevity and the closeness of the scent to designer originals were the deciding factors for buyers looking for dupe products. AMBR London’s product, made with concentrated, long-lasting ingredients, provided a unique opportunity to position the brand as a premium yet accessible alternative that meets customer demands.

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The brand was originally named Noir D'or and was entirely developed by the owner without professional design expertise. However, this led to a brand identity that strongly reflected an Arabic Oud aesthetic, which didn’t resonate with the broader target audience. Additionally, the website’s dark and unrefined appearance undermined trust and failed to effectively convert visitors into customers.

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our solution

Embracing these insights, we crafted a more luxurious identity for AMBR London, designed to stand apart from the competition. The neutral colour palette and visual cohesion across product lines helped to differentiate the brand, while the understated design conveyed a sense of sophistication. By building a brand that emphasised both quality and affordability. 

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Phase 1: Brand and Market Research

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Objective: Gain a deep understanding of the dupe fragrance market, the client's competitors, and customer preferences.

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Action: Conducted a comprehensive audit of competitor brands, analysing their price points, bottle, packaging, brand design, and marketing strategies. We also performed review mining to identify what customers valued most in their dupe fragrances. We found that while competitors were positioning their brands as a budget alternative to designer fragrances, focusing on only delivering the same scent, while neglecting the customer experience with the brand.We used these insights as an opportunity to position AMBR London as THE premium, high-quality dupe brand.

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Phase 2: Brand Positioning and Strategy Development

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Objective: Redefine AMBR London’s brand to reflect quality and luxury while staying affordable.

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Action: Developed a brand strategy that positioned AMBR London above the budget dupe market but still within reach of cost-conscious consumers. The focus was on premium quality, emphasising the use of high-concentration ingredients for long-lasting fragrances. This differentiated AMBR as a high-value, trustworthy alternative. 

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For the brand name, we decided to lean into the founder's story and use ‘AMBR’, derived from the founder’s name, to create a strong brand story surrounding the female founder.  We then incorporated the word ‘London’ to elevate the brand and emphasise its premium aspect. 

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Phase 3: Visual Identity and Design

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Objective: Create a cohesive brand identity that reinforces the premium positioning.

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Action: After establishing a strong brand positioning, it was essential to rebrand AMBR London with a new logo, and packaging that aligned with its high-end fragrance identity. This transformation was key to effectively communicating the brand's elevated market positioning with its target audience.

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A neutral, elegant colour palette was chosen, tailored to different lines (women’s, men’s, unisex), ensuring each product line felt distinct yet connected. Each collection was conveyed using sleek and sophisticated photography that complemented the packaging’s colour scheme, reinforcing a cohesive, sophisticated brand image.

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results

By developing a brand that emphasises both quality and affordability, Vagabond successfully positioned AMBR London as a sophisticated alternative to budget competitors, offering a refined product that met customer demands for designer-level experiences at a fraction of the price.

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