Jalin – Crafting a premium digital identity for Vietnam's leading B2B fragrance brand.
Jalin is a premium fragrance brand under SVL Company, offering professional scenting services for commercial environments - from corporate offices and luxury hotels, to spas, restaurants, event spaces, showrooms, shopping malls, and retail stores. Their services span custom space difusion systems, ODM fragrance development, corporate gifting solutions,, and a library of over 10,000 fragrance formulations developed in collaboration with perfumers from France, Switzerland, the UK, and the US - each structured around a three-layer scent pyramid of top, middle, and base notes.
Founded in 2022, Jalin had build a growing roster of B2B clients across Vietnam within its first year. By late 2023, leadership set a bolder target: position Jalin for international visibility and attract foreign fragrance industry partners. The website needed to match that ambition.
December – May (6 months)
Lead Designer
I was the primary designer responsible for the entire website design, from layout structure to all visual assets. I worked directly with company leadership to receive design direction, collaborated closely with the marketing team to align content and messaging, and coordinated with an external development team to ensure the design, interactions, and animations were accurately implemented.
In December 2023, leadership convened a cross-functional meeting - sales, R&D, marketing, and design to align on the redesign direction. The trigger was clear: Jalin was actively pitching to major domestic corporations, and the website needed to reflect that ambition.
The previous site communicated the wrong story. Visually, its soft mint palette and botanical patterns read as a consumer lifestyle brand - not the precision-driven, enterprise-grade partner that B2B clients needed to see. Structurally, it buried Jalin's most important offerings: ODM fragrance development, space diffusion systems, and the full fragrance oil library were not prominently surfaced, making it difficult for potential partners to understand Jalin's actual capabilities.
The sales team's feedback was direct: they needed something they could be proud to present in a pitch meeting with clients.
Two primary user types were identified through briefing sessions with the sales and marketing teams:
B2B enterprise clients - procurement leads at banks, hotels, shopping malls,... evaluating Jalin as a scenting partner. Their goal is to access credibility and capability before initiating contact.
ODM partners - businesses seeking custom fragrance development or diffusion system solutions, who come to explore specific services and then reach out directly.
A key behavioral insight from the sales team: most users don't convert on the website itself. They discover Jalin, validate credibility, then contact via Zalo, Messenger, or phone. This shaped the design priority - brand impression and service clarity over transactional UI.
The redesign focused on the following key objectives:
Once the overall direction was approved, I began designing the website layout and visual system. Early layouts and prototypes were presented to stakeholders to communicate structure, page flow, and the overall browsing experience.
To maintain visual consistency, I also designed and curated all website imagery, ensuring that visuals aligned seamlessly with the brand's scent philosophy and luxury positioning.
Competitive analysis of global fragrance leaders - Givaudan, Firmenich, and Scent&Scent - established the visual benchmark. These sites shared a consistent language: editorial restraint, clear service hierarchy, and premium typography. The gap between those references and Jalin's existing site made the direction clear.
A significant early decision was typography. After multiple rounds of exploration, I proposed purchasing and localizing the Rantera typeface specifically for the Vietnamese market - a custom font investment that would set Jalin apart from local competitors and signal premium positioning in a way no generic typeface could.
The information architecture was restructured around Jalin's five core service lines: ODM Dvelopment, Diffusion Systems, Fragrance Oilds, Amenity, and Catalog - each surfaced as primary navigation, ensuring B2B visitors could orient themselves within seconds of landing.
The design went through multiple structured feedback cycles between the design team, company leadership, and the external development team. Each round was documented and resolved systematically.
Feedback focused on layout spacing, content alignment with brand voice, and section restructuring. Key changes requested included:
After handoff, feedback shifted to implementation accuracy — ensuring the final website matched the Figma specifications. Issues addressed included:
During the handoff phase, I collaborated directly with an external development team. Layout files were delivered with clear instructions on animations, page transitions, and interaction behaviors to ensure the final website reflected the intended experience.
Subtle animations and transitions were used to enhance the sense of elegance without overwhelming the content, supporting a smooth and refined browsing experience.
Working with an external dev team for the first time, I learned that a design file alone is not a complete spec. When the initial demo came back misaligned, I worked with the marketing team to re-brief the dev team with more structured annotations - detailing interaction states, timing curves, and edge cases. The experience fundamentally changed how I approach handoff documentation.
The redesigned website launched in May 2024. At launch, Jalin described it as bringing "an international standard with a Vietnamese soul" - reflecting the design direction the team had aligned on from the start.
Leadership and the sales, R&D team responded strongly. The new site gave them a tool they could present with confidence in enterprise pitches - something the previous version could not do. ODM and diffusion system inquiries increased through the website, with users typically following a discovery-to-direct-contact path consistent with B2B purchasing behavior in the Vietnamese market.
This was my first large-scale web design project, and the distance between what I knew in theory and what the work demanded became clear very quickly
The hardest part wasn't the design itself - it was learning to defend decisions to stakeholders who communicate in feelings, not frameworks. Iterating through nearly a month of revision taught me that showing multiple version isn't a sign of uncertainty; it's a tool for building shared understanding.
The dev handoff taught me that a design file is not a complete spec. I left that experience with a much clearer sense of what "handoff-ready" actually means - and it's shaped how I document every project since.
If I were doing this again, I would establish a measurement framework before launch - defining what success looks like in trackable terms, not just stakeholder satisfaction.