Case Study Grab Taxi

Creating the signature scent for Grab, the #1 ride-hailing service in Asia Pacific

Grab Taxi

Location: Asia Pacific


• The Grab Signature scent was designed to relax and soothe passengers.
• The fragrance provides brand awareness and standardisation across a fleet of widely varying vehicles and transportation formats.
• The scent delivery mechanism was R&D and produced by TMB.


Grab Taxis have become an indispensable service to commuters across Asia Pacific. By jumping into a Grab the experience is way more than transporting a passenger from point A to point B. It is a moment of peace, quiet and in a sense a refuge from the sometimes maddening world outside.

As Grab Taxis are represented by a wide range of vehicle types it can be difficult to standardise the traveller experience, as you would welcoming a guest to a brand name hotel chain.


Grab engaged us to develop a signature scent for their taxis to provide a standardised brand welcome to on boarding passengers. Titled ‘Freedom Drive’ and inspired by Grab brand guidelines and community vision, TMB worked closely with Grab Brand and Marcoms teams to ensure alignment throughout the process.

With notes of amber woods, bergamot and tea, ‘Freedom Drive’ is a sensory blend that speaks of our Asian heritage and the comforting security of home.
Currently testing in Singapore, the initiative is expected to be rolled out to the rest of Asia Pacific.

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Case Study Tiong Bahru Bakery

Baking up a Brioche-scented hand wash for Tiong Bahru Bakery

Tiong Bahru Bakery

Location: Singapore, Asia Pacific


  • Immersive and novel brand extension that may lead to new variations in future
  • Produced initial run of 500 pcs of Brioche No 5. Handwashes sold across TBB outlets
  • The activation ignited high level of coverage in media


Tiong Bahru Bakery under the Spa Esprit group is known for its bold ideas and quality products. Founded by master baker Gontran Cherrier, Tiong Bahru Bakery is an artisan bakery that serves coffee and a wide variety of freshly baked premium quality breads and pastries. The popular chain now has six outlets across Singapore.

With an obvious love for baked goods, the bakery approached us with the challenge of creating a ‘Brioche’ scented hand wash.


We put our noses to work to recreate the scent of freshly baked Brioche pastry. In under 8 weeks, we had produced an initial run of 500 Brioche No 5. hand washes for sale across Tiong Bahru Bakery outlets nationwide.

To create the scent, we blended in whiffs of vanilla, caramel and pineapple. The challenge was to design a fragrance that wasn’t perceived as gimmicky and we had to find a balance to create an aroma of freshly baked, buttery Brioche that would be appropriate for wearing on skin. We paired the scent with complementary notes to achieve this effect.

The fragrance was then applied and successfully tested in 100% natural hand soap formulation, offering Tiong Bahru Bakery a novel and heartfelt way to connect with their supporters.

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Case Study Changi Airport

Creating the signature scent for the World’s #1 Airport

Changi International Airport

Location: Singapore, Asia Pacific


  • The Changi Signature scent has become a standard and part of their brand identity
  • So well received it is now sold through iChangi shop as gift items and home diffusers
  • The scent initiative garnered global media attention


Singapore’s Changi Airport prides itself on being the world’s best airport and a destination in itself. As one of the largest transportation hubs in Asia, Changi is one of the world’s busiest airports by international passenger and cargo traffic. It is the first airport in the world to be rated the World’s Best Airport by Skytrax for eight consecutive years and has also been ranked as one of the world’s cleanest airports.

With already incredibly high standards of service, how could this traveller portal connect with passengers and shoppers in a more emotive manner? Inspired by the hotels industry, Changi Airport wanted to leave an even more lasting impression on travelers passing through the airport.

Changi is not alone in this trend, as airports, airlines and other locations are welcoming travelers with special scents to evoke memories, emotions and lower stress levels.


Changi engaged us to develop a signature scent for their airport terminals, with spinoff articles for the gift shop and inflight services.

Through an immersion process with Changi Airport, we distilled the core essence of their brand offering into a signature fragrance. The scent has fresh floral notes of orchid, Damask rose, Asian spices and essential oils said to calm nerves and lower blood pressure.

A fresh and familiar bespoke fragrance greets travellers at key touchpoints throughout their journey through the airport. We positioned commercial diffusers into  any areas of the terminals. In addition, travelers who want the soothing aroma for their homes can purchase the Changi Scent line of perfume oils, reed diffusers and candles in the iChangi shop.

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Case Study Bombay Sapphire

Integrating aroma into cocktails with Bombay Sapphire

Bombay Sapphire

Location: Singapore, Asia Pacific


  • Introduction of Star of Bombay super premium gin to leading bartenders in Singapore
  • Immersive and novel presentation format drove high participation and engagement levels
  • Bartenders were introduced to the subtle art of essential oils in cocktails and the powerful role our sense of smell plays in the consumption of alcoholic beverages.


Bacardi was looking to premiumise the highly profitable gin segment with the launch of a new, super premium, higher-strength gin in Singapore.

Star of Bombay features two additional botanicals on top of the 10 that feature in the core Bombay Sapphire expression. The classic notes of juniper, angelica and coriander have been intensified, with the addition of bergamot and ambrette seeds offering extra exoticness.

A rich and intense gin, Bacardi wanted to educate trade on the characteristics of Star of Bombay and how it could be applied to their cocktails.


Bacardi engaged Oo La Lab to host 30 of Singapore’s leading bartenders in an immersive workshop experience. Bartenders were challenged to take their mixology skills to the next level with focus on botanicals and the power of natural ingredients.

We invited the attending bartenders to create their own essential oil followed by a cocktail making session infused with the scents they created. The session featured a competitive element, with the best smelling cocktail winning a prize to inspire further engagement.

The exclusive Aroma Workshop was led by Head Bartender Andrew Loudon, the man behind award winning bar “Tippling Club”,  who shared his experience and journey of how aromas were integrated into his cocktails.

Taste and smell being closely interrelated senses, this creative session created the excitement Bacardi needed to introduce the premium gin to the Singaporean market.

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