Kahf, a men’s care brand under ParagonCorp, introduced a new collection of men’s fragrance. The series, named Oracle, is a line of Extrait de Parfum. Having established itself as a brand for the everyman, Kahf set out to position this line differently. The five initial scents, crafted by global perfumers, were developed as a more elevated collection. The tone drew from premium brands as reference, supported by a higher price point compared to Kahf’s regular products, and aimed at competing within Indonesia’s expanding fragrance market. The line was also built on a narrative rooted in the idea of humanist wisdom.
Each fragrance was tied to an archetype and a moral value that reflects a man’s character, with this concept extended visually through its packaging. With a clear ambition to build stronger differentiation in a competitive landscape, Studio 1212 created a creative strategy called The Scent of Progress. The storytelling centered on moments of becoming, where values are revealed in quiet, unpolished instances of growth rather than in polished outcomes. It asked the audience to reflect not on success, but on the subtle signs of progress.
The creative approach began with the construction of a storytelling universe that felt emotionally resonant. Kahf Extrait de Parfum was treated like poetry, where everything made should feel intentional, elevated, and filled with quiet meaning. Instead of direct exposition, ideas were expressed through textures, glances, and atmosphere. This led to the creation of the tagline What Stays with You, Shapes You, a line that speaks to the values carried through life and the scents worn as reminders of identity and intent. The campaign came to life through key visuals and a video that used warm, interpretive imagery. Each scent was represented by an archetype placed among everyday objects that related to the fragrance ingredients and their core value. Imperfect or raw elements were included on purpose to reflect human vulnerability and the idea of ongoing growth.
This narrative extended into the brand’s social media, where the Instagram presence functioned more like a journal than a catalogue. It invited audiences into a poetic world of scent, filled with ingredient stories, consumer engagement, retail updates, and reflections on progress. Studio 1212 also conceptualized the brand’s first pop-up booth, creating a space where visitors could interact directly with the fragrances and step into the world that Kahf had built.
