Denatured Lab

Location:Winnipeg, MB
Services:Brand Collateral, Brand Identity, Exterior Signage, Packaging Design


Denatured Lab is an open-access perfume lab, olfactory workshop space and lifestyle boutique located in the historic Exchange District in Winnipeg, Manitoba.

In 2020, Tom was selected as one of 12 people across the world to study for a perfumer training degree in Grasse, France, and was looking to parle years of successful experience marketing scented products (via Coal and Canary) into his new endeavour. He knew he wanted his new company to have a high-end feel, but also be flexible enough to be able to adapt to the ever-changing scent profiles he would create.

Having gotten to know owner Tom Jansen at various markets and events over the years, we knew this was going to be fun. We jumped in headfirst, finding inspiration from around the world. Eventually, we settled on an Art Deco vibe (echoing the interior design that was planned out for his space). We accented a simple logo with the creation of geometric patterns, applied in print as gold foils and on windows as gold vinyl. Later in the year when Tom made a push to create his own incense line, we expanded the brand, choosing to piggyback off the geometry with a looser style of line art which we applied to 4 different scents: Ara, Cetus, Corvus and Lepus.