Maison Génesis

The existing website fulfilled its most basic function : presenting Maison Génesis and allowing visitors to discover its fragrances. But the experience remained very minimal and did not yet express the perceived value, personality or ambition of the house.

Certain elements also made the whole feel unfinished : limited visual hierarchy, a very simple shop, generic messaging, content still incomplete and an experience that felt more like a functional showcase than a true world of perfumery.

For a premium brand, digital cannot be a simple catalogue. The website must create desire, establish an identity and guide visitors naturally towards the product.

The risk with a perfume house is obvious : falling back on easy luxury codes — black, gold, shiny effects, artificial visuals — without building a distinctive identity.

We took the opposite direction. The redesign had to remain human, editorial and contemporary. Every visual choice had to serve a specific idea : Maison Génesis lives between two moments in time, MIDI and MINUIT.

This duality became the creative architecture of the website.

The new digital direction is built around a simple contrast : day and night.

MIDI embodies light, warmth and a sense of immediate confidence. Its world draws on ivory tones, deep reds and warm light.

MINUIT explores the other extreme : depth, mystery, brown, black and low light.

Rather than confining the entire brand to a single visual treatment, the website alternates between these two atmospheres. This contrast creates rhythm, makes the fragrances more memorable and turns browsing into a brand experience.

The difference is not simply a change of colours or typography. We rethought how users discover the house, understand the two fragrances and move towards purchase.

A fragrance is not sold like a technical object. On screen, users can neither smell the composition nor test how it develops on their skin. The product page must therefore compensate for this absence through narrative, hierarchy and imagery.

The new MIDI and MINUIT pages were structured as complete chapters : fragrance identity, visual world, olfactory pyramid, longevity, sillage, time of use, bottle details and campaign content.

The product remains immediately available to buy, but the purchase no longer interrupts the story : it becomes its logical continuation.

The e-commerce work was not about adding buttons everywhere. Quite the opposite : reducing friction without turning Maison Génesis into a generic shop.

The new experience provides a clear basket, immediately readable price and volume information, delivery information for Suisse, reassurance elements and a checkout architecture designed for payment methods suited to the Swiss market.

Commerce is present everywhere it needs to be, but it never overshadows the brand.

A significant share of perfume brand discovery today happens through Instagram, campaigns and mobile. The redesign was therefore conceived mobile-first : simple navigation, large images, readable text, accessible CTAs and a hierarchy preserved on small screens.

The desktop version brings editorial breadth. The mobile version retains the rhythm, identity and quick access to products.

The final transformation is above all a transformation of perception.

Maison Génesis now has a digital world capable of supporting its positioning, campaigns and upcoming launches. The two fragrances are no longer simply listed in a shop : they have their own identity, narrative and space.

The structure is clearer. The purchase journey is more natural. The brand image is more consistent. And above all, the website can evolve with the house rather than limit it.

That is exactly what we sought with Maison Génesis : remove the generic, strengthen what makes the brand recognisable and build a digital experience capable of selling without losing emotion.