L’amour Mère

Founded by Natasha Gregson Wagner, L’amour Mère is a fragrance line inspired by childhood memories and the enduring love shared across generations of grandmothers, mothers, and daughters. The debut collection features three fragrances, each evoking the memory of Natalie Wood, the French Riviera, and Wagner’s Russian grandmother—expressing the brand’s deep commitment to craft.

Underline developed a cohesive brand system, including a custom monogram drawn from the shapes of the letters L, A, and M. The visual and typographic language was designed to feel both natural and luxurious, balancing refined sophistication with an organic sensibility. The brand expression extends across multiple touchpoints, including packaging, photography art direction, collateral, and social media platforms.

Client: L’amour Mère
Photography: Paul Weeks