Sensegen

Nature down to a science

The Flavor and Fragrance Industry is an oligopoly of sorts that for generations has been dominated by a handful of players – known as the “Big Four”. Enter Sensegen, a division of Blue California, a pioneer in Biotechnology, Molecular Precision, Sustainable Practices to create The Way Forward™ to a more sustainable future.

Good sense drives everything they do. With nature as their guiding force, Sensegen innovates taste, smell and beauty ingredients that are healthier, more pleasurable, more sustainable and more accessible for everyone. It just makes perfect sense.

After 10 years of research and development, Blue California launched its Beauty, Flavors and Fragrances Business (BCF&F) with three audacious goals:
Reach a new generation of bolder, more forward-looking and entrepreneurial product developers.
Satisfy the needs of indie brands that have felt excluded by the industry behemoths.
Attract investors seeking exciting new business opportunities.
Our task – create a new brand that would stand out from the giants that dominate the Flavor and Fragrance industry as well as from the host of “me-too” brands that follow their conventional codes.
We positioned Sensegen as a disruptive, provocative and exciting alternative to the giants that dominate the Flavor and Fragrance industry based on 4 archetypes:
The Creator - who sees the world as giant jungle - a place to let imagination run wild.
The Explorer - who doesn’t just climb mountains – but moves them - to solve problems.
The Magician – who unleashes the power of technology to transform molecules into miracles.
Above all Caretakers who take our mandate to protect and preserve our planet and all that inhabit it with a deep sense of responsibility.
Brand Story & Messaging
Brand Strategy
Brand Architecture
Brand Culture
Brand Visual Identity
Brand Logo
Brand Voice
Web Design
Asset Creation

Sense. It is the root of our name.

And good sense drives everything they do. With nature as their guiding force, Sensegen creates The Way Forward™ to a more sustainable future. To meet the moment, they pioneer 100% plant based, planet-and-people positive biotech to create ingredients that are healthier, more pleasurable, more sustainable and more accessible for everyone. It just makes perfect sense.

Colorful background with the word 'Sensegen' in white text

We redesigned a new logo

The tumble of letters depicts the brand’s non-traditional approach to Smell, Taste and Beauty. The letterforms are arranged in an organic, energetic way to reinforce the brand’s reverence for nature.

A colorful collage of peaches, limes, grapefruits, red chili peppers, coffee beans, and bees on a pink background with the word "basil" written across the center.

Colorful floral and botanical arrangement with pink, purple, and white flowers, lemons, coconut, pinecones, herbs, and small bottles, on a purple background.

Pattern of avocados, oranges, aloe vera, cucumber, white lilies, pink flowers, red berries, blue butterflies, and small naked women sitting or standing on fruits and plants, with the word 'Beautiful' overlaid.

Magic realism

We commissioned illustrator, designer, and fine artist, Vasilisa Romanesko, to create original, magical illustrations depicting the mystery, beauty and grandeur of nature through the use of botanical elements, intricate patterns and humanity.

A double exposure image of a person's face with closed eyes and a snowy mountain landscape at sunset overlaid within the silhouette.

Double exposure photography

We tapped Bulgarian photographer and fine artist Aneta Ivanova to create our expressive images for Sensegen. Her conceptional work and portraits use different exposures on a single image, combining multiple photographs into one to give a new meaning to her photographs – at first long exposures, then double and multiple exposures combining a number of portraits, then portraits with landscape and nature elements.

Image split into two parts. The left side shows pink flower petals with the text 'No sense.' The right side shows a glass container with a fruit infuser filled with water and a floating fruit, with the text 'Perfect sense.'

Split image with flowers on the left labeled 'Nonsense,' and a glass laboratory flask with a flower inside on the right labeled 'Common sense.'

Reinventing smell & taste since 2020

We tapped into the 5 senses but added to them our other super senses: The Sense of Originality. And Optimism. The Sense of Wonder. Compelling us to from time to time take leave of our senses.

We reinforced Sensegen’s Sense of Responsibility, Sense of Fairness and Equality. Their Sense of Right and Wrong and their uncompromising desire to question things that no longer make sense. And to put the Quality in Equality. To create a world that makes perfect sense for people and the planet.

Colorful gradient background with large white text reading 'seng se' and smaller white text below saying 'The science of good sense'.

A double exposure photograph showcasing a woman's silhouette overlaid with floral patterns including pink and orange flowers with green leaves.

Colorful floral illustration with pink, orange, white, and purple flowers on a purple background, with the word 'Flagship' written in white text.

Close-up of a woman's face looking through a window with reflections of the sky and clouds, alongside text: 'Follow Nature's Way. Doing what makes sense for the world.'

A scenic illustration of a nature scene with a waterfall, lush greenery, colorful butterflies, and people walking along a trail, accompanied by the quote 'Sense. It is the root of our name.'

Pattern of sliced strawberries with green leaves in a kaleidoscopic arrangement.

A woman's face merges with a cityscape at night, creating a double exposure effect.

The result

A vibrant, and highly sensorial website and brand communication.

“It’s clear to me that you heard us very accurately – yet, hearing our feelings relayed in different words was both powerful and exciting. “Yes! That’s us!” popped in my mind, along with a renewed sense of pride and excitement at being a part of this endeavor.”
“Wa hoo!!!!! Yes, the beauty, charm and sagacity are undeniable! Great job, team!”
“The visual execution really makes a statement about humanity + nature, intellect + imagination, science + art relationship that really defines the biotech space that Sensegen wants to have ownership in. The language and story around elaborating on the “sense” was so beautifully articulated. Congrats to you and your team.”