The traditional home fragrance market is built on note-based description systems—top notes, middle notes, ingredients, and compositions. While highly professionalized, this language gradually disconnected scent from everyday emotional perception. Fragrance became something to be “explained,” rather than something to be intuitively experienced.

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FUZE redefined fragrance from a chemical composition into a narrative medium. Instead of asking “what does it smell like,” the brand shifts the question to “what emotional scene does it carry.” Scent is repositioned as a trigger of memory, imagination, and psychological projection rather than a formula to be decoded.

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This reframing was translated into a complete brand system across naming, visual language, packaging structure, scent vessels, and sustainable ceramic extensions. Every element functions as a narrative carrier rather than a standardized product unit, forming an expandable storytelling-based fragrance system.