Odeur was founded by Petter Hollström in Stockholm in 2006,
as a brand experiment. By replacing the traditional word-based
logotype with a brand specific scent that is infused in the garments,
Odeur was able to become the label with a non-visual logotype.
The scent is described as white, clean and light. The triangular shape
often used to brand the collection represents the construction of the
scent – with a base note, middle note and top note.