Natha - The Herball
The Herball
Natha is The Herball's fragrance inspired by Pandit Pran Nath, the Indian classical vocal master known for his meditative, raga-based performances, released on December 15, 2023. For the launch we developed two parts of the project: the sonic identity for the entire promotional campaign — music and sound design for the series of vertical drops published on social media — and an original ten-track album, conceived as a standalone piece that accompanies the fragrance across live presentations and experiences, extending its sensory universe beyond scent. The album, available on Spotify and Bandcamp, translates into music the same search for calm and introspection that inspires the perfume.
The launch included 8 social media drops — vertical clips, each one showcasing a fragment of the sonic identity created for the campaign.
Those drops grew into ‘Natha’, a ten-track ambient album built from atmospheres, drones and extended synthesizer layers inspired by Indian culture — the same sonic concept running through the whole campaign. Made to accompany the fragrance across presentations and experiences, it was gifted in limited numbers alongside the first Natha units sold.
Listen on Spotify ↗The album is also played during Natha's live presentations and experiences, weaving the music into the ritual of discovering the fragrance itself.