CHABLÉ HOTELS
CHABLÉ EXCLUSIVE OLFACTORY IDENTITY
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This project consists of the development of an exclusive olfactory identity (odotype) for Chablé Hotels, conceived as a strategic extension of the brand and as a tool to unify its sensory experience across its three destinations: Chablé Yucatán, Chablé Maroma, and Casa Chablé.
To build this identity from an authentic place, Lula Curioca was invited to experience each hotel—not only as an observer, but as an interpreter of its sensory universe. She inhabited the spaces, followed their rhythms, and registered the particularities of each environment. This process enabled a sensitive and precise reading of every destination, allowing the olfactory identity to emerge directly from the lived experience of each place.
From this journey, Lula defined a clear conceptual framework: the olfactory identity should be conceived as a system, rather than as independent fragrances. It was essential to establish a shared foundation present across all spaces, ensuring consistency in the brand experience while preserving the singularity of each destination.
From this logic emerges the Chablé Mother Fragrance: a base olfactory composition that serves as the point of departure for the entire system. From it, different variations are developed, maintaining a recognizable identity across all three hotels.
More than an isolated formula, the Chablé Mother Fragrance operates as the core of the olfactory design. It is the structure that articulates and brings coherence to the entire sensory experience, translating the brand’s values into a clear and consistent language—grounded in three key pillars: sophistication, wellbeing, and freshness.
OLFACTORY NOTES OF THE CHABLÉ MOTHER FRAGRANCE:
Each note was chosen with a precise intention, emerging from Lula’s sensitive reading of each destination, recognizing within that diversity the common threads that unify the Chablé experience through the lived reality of each place.
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The dew note opens the fragrance with a light, humid quality that suggests immediate freshness, like the air at the beginning of the day.
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The freshly pressed linen accord brings a sense of sophistication, calm, and care.
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Mexican cedar introduces structure and permanence, grounding the composition with a serene, steady warmth while anchoring it to its place.
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Soft copal adds a subtle, slightly resinous depth, evoking wellbeing and a more ritual, introspective dimension.
Together, these notes create a balanced and enveloping atmosphere that olfactively reflects the essential values of Chablé Hotels as a brand.
DESTINATION VARIATIONS
(MOTHER FRAGRANCE + SITE-SPECIFIC NOTES)
The fragrances of each hotel stem from a shared base: the Chablé Mother Fragrance, which acts as a unifying thread and ensures coherence. From this foundation, each destination introduces variations that respond to its atmosphere, rhythm, and landscape, resulting in distinct expressions.
The system is designed so that the experience remains both recognizable and singular. The added notes do not transform the identity—they nuance it: precise adjustments that allow each space to develop its own character without losing the essence of Chablé.
CHABLÉ YUCATÁN
The fragrance developed for Chablé Yucatán builds upon the Chablé Mother Fragrance, incorporating notes of night garden and cenote. This olfactory composition unfolds into a deeper, more enveloping interpretation that reflects the site’s historical richness and introspective atmosphere.
During her time there, Lula experienced a defining moment for this interpretation: in a state of full contemplation, surrounded by the stillness of the gardens and the flickering light of fireflies, a deer appeared and remained by her side. That sense of living silence, subtle presence, and profound connection with the environment is translated into the notes of this fragrance.
The night garden with fireflies accord brings a mysterious greenness with a soft, luminous quality, while the cenote note introduces a mineral humidity and a fresh depth. The result is an introspective, sensory experience in which nature does not simply surround—it becomes fully integrated, an essential part of inhabiting the hotel.
CHABLÉ MAROMA
Building on the Chablé Mother Fragrance, the interpretation for Chablé Maroma incorporates notes of sea lettuce and orange blossom. This composition unfolds into a more luminous and open expression, offering a contemporary reading of its surroundings.
The sea lettuce note emerges from the constant presence of this vegetation, accompanying the movement and stay of guests throughout the space. Meanwhile, orange blossom was identified by Lula, in conversation with the hotel’s chef, as an essential element within the region’s gastronomic universe.
Together, these notes bring freshness, lightness, and a vibrant quality that expands the identity into a more solar and dynamic register.
CASA CHABLÉ
Finally, for Casa Chablé, the fragrance builds upon the Chablé Mother Fragrance, incorporating notes of jungle and mangrove breeze. This composition unfolds into a wilder, more dynamic expression, shaped by the raw energy of the natural landscape.
Located within the Sian Ka’an Biosphere Reserve, the experience begins even before arrival. Access is through a small port, from which a boat crosses an expansive lagoon toward the hotel. Along this journey, a distinct olfactory quality emerges: a breeze that blends the sweetness of the lagoon’s water with the salinity of the sea.
That sensation—humid, alive, and in constant motion—is translated into the fragrance. The Mayan jungle brings density and depth, while the mangrove breeze introduces a saline, fluid note that defines the character of the place.
AN OLFACTORY IDENTITY THAT ENDURES
The result is a distinctive olfactory identity, instantly recognizable, allowing the Chablé experience to transcend the visual and settle into the user’s sensory memory. At the same time, it is perceived uniquely in each destination: every space retains a shared, familiar, and coherent thread, while revealing its own nuances that enrich the experience and make it memorable.
If you’re looking to translate your brand’s identity into a distinctive olfactory experience, this is the starting point. Let’s begin the conversation.