First I seek to understand: what is the message, what is the story, can I feel it and what does it feel like? This is a multi-sensory input, including images, olfactory descriptors, emotional intent , ingredient ideas – which might relate to odour, but equally could relate to impression and colours, and who would wear it and why. Only some of this can be reflected in a brief, the rest is ‘feel’. Then, I would typically consult my odour memory for ingredients and accords which each could represent different elements and make an initial ‘sketch’, or first experiment. Upon smelling the first experiment, I get a sense of what’s missing or out of balance and experiment further until the scent makes me truly smile. Then I know the main work is done, and the next stage should be improvements and interpretations, during which stage it’s great to get input from others.