Revolut’s Brand Chief Calls on Agencies to Develop a…

Revolut is looking for a scent-branding agency to create a signature fragrance, an unusual branding project that is gathering attention as the digital-first fintech prepares to put its name on physical stores and airport lounges. Gareth Morgan, Revolut's head of global brand design, said the company wants a partner with expertise in olfactory discovery, creative thinking and perfumery that can translate the Revolut brand into something unexpected, memorable and distinctive. The project remains at the agency-selection stage. Revolut has not said where the fragrance would be used, when it might launch or how much it plans to spend. Morgan's LinkedIn request drew hundreds of comments, including interest from agencies.

Scent branding is already common among banks, hotels, airlines and retailers as a way to create a recognizable atmosphere in physical locations. JPMorgan Chase has used a signature fragrance in its new Park Avenue headquarters, while China Merchants Bank and Standard Chartered have previously developed scents for customer-facing spaces. For Revolut, the timing is tied to its move into physical environments where a sensory identity can be deployed.

The fintech confirmed earlier this year that it plans to open its first permanent retail location in Barcelona. The Revolut Store is being designed as an immersive customer space rather than a conventional bank branch. In August, Revolut also announced plans to build its own network of branded airport lounges, starting with Copenhagen Airport in 2027. The Copenhagen location is being developed with Plaza Premium Group and is expected to become the largest common-use lounge in the Schengen area. Revolut has said the project will establish a design blueprint that can be replicated in other key European markets.

Physical brand push

The branding effort comes as Revolut operates at a much larger scale. The company now serves more than 75 million customers worldwide and is expanding across banking, investing, payments, travel and business services. It reported a 57% increase in 2025 pre-tax profit to £1.7 billion, while revenue rose 46% to £4.5 billion. A July employee share sale valued the company at approximately $115 billion, up from $75 billion in late 2025.

The fragrance itself is commercially minor. The more important issue is Revolut's spending on physical brand infrastructure after building its scale largely through digital distribution. Stores and lounges can increase visibility, but they also add costs that the app-based model largely avoided. Their value will depend on whether they improve retention and adoption of premium products.

Revolut has not framed the move as a return to traditional branch banking. Its Barcelona store is intended for product discovery and customer engagement, while the airport lounges are linked more closely to its travel and premium-subscription ecosystem. The proposed signature scent fits that approach: selective branded physical spaces that extend a brand built behind a touchscreen.