Luis Romero | ANFASIC

The ANFASIC
Perfume Box Set

As Design Lead at Mohamed Hilal Group in Dubai, this project marked one of my earliest and most defining contributions during my tenure. The objective was to create a premium, flexible perfume box set for Anfasic—a brand rooted in Arabian heritage yet driven by a modern vision of luxury, elegance, and uncompromising quality.

The design process began with an extensive exploration phase, where multiple concepts and sketches were developed to capture the essence of the brand. Early directions focused on traditional luxury packaging cues, but the breakthrough came through an unexpected source of inspiration: the iconic Eames Lounge Chair. Its distinctive construction—defined by a harmonious relationship between two primary components, the shell (structure) and the seat (comfort layer)—offered a compelling design analogy.

Where Heritage Meets Modern Luxury

Translating this idea into packaging, the perfume box was conceived as a two-part system: a structured outer shell representing durability and elegance, and an inner, softer component designed for adaptability and user interaction. This led to the introduction of a removable EVA foam insert, precisely engineered to hold different configurations of perfumes and oud products. The modularity of the foam allowed the brand to curate multiple set variations within a single packaging system, enhancing both functionality and customer experience.

The final design achieved a balance between form and function—combining architectural clarity with tactile refinement. It not only elevated the presentation of Anfasic’s products but also reinforced the brand’s identity as a contemporary interpreter of Arabian fragrance traditions.

A Contemporary Packaging System for Anfasic Fragrances

Anfasic reflects a modern pursuit of luxury, elegance, and above all, quality. Inspired by a deep appreciation for Arabian incense, the brand embodies the spirit of a contemporary Arab world—one that embraces sophistication while honoring its cultural roots. Founded in 2005, Anfasic opened its first store in April 2007 and has since expanded across the GCC, resonating with a growing audience that values heritage, tradition, and the art of fragrance.

This project successfully translated that philosophy into a physical design language—creating a packaging system that is as refined, versatile, and enduring as the scents it holds.

Creating Impactful Design Strategies for Business Growth

The ANFASICPerfume Box Set

A Contemporary Packaging System for Anfasic Fragrances

The ANFASIC
Perfume Box Set